Cannes Lions

CHICKEN McJUNIOR

STARCOM MEDIAVEST MALAYSIA, Kuala Lumpur / MCDONALD'S / 2002

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Overview

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Credits

Overview

Description

Position McDonalds as a fun, relevant, value-for-money destination. Rather than recommending conventional (and expensive!) TVCs and / or full colour page ads, Starcom recommended utilizing small ads on the classified pages that make up about 50% of most Malaysian papers. The resultant executions were formulated alongside the client and creative agency and made an amusing play on the low price point being offered by McDonalds. Each execution was tailored to the specific page it appeared on:On the car classifieds:“No previous owner”On the property classifieds: “Single-storey, fully furnished”On the personals classifieds: “Low maintainance relationship”On the miscellaneous classifieds: “Expat Sale” The media team initiated the idea and sold it to client, creative and media owner. In a market where McDonalds is outspent by over 50% by a much larger competitor (KFC) that also enjoys the perception of offering a lower price point of entry, the campaign displayed a smart, effective and unique way of connecting with cost-conscious customers.It displayed a perfect understanding of how the reader interacts with the classified environment and how a tailored advertising proposition can exploit that.The campaign exceeded sales expectations by 65% (198 units per thousand meals sold vs target of 120) at a fraction of the normal cost for such a promotion whilst remaining true to the Fun and Innovative positioning of the brand.

Execution

The media team initiated the idea and sold it to client, creative and media owner.

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