Since all the McDonald's experience is designed thinking of the kid everyone has inside, the challenge was to come with something original in a territory where the brand has done almost everything.

All the thinking took us to create an idea that could happen in our restaurants, and the only possible media for this idea was our own counters, just in the precise moment where the sale is done.

Because this was more a kind of bonding campaign, the results we expected were shown in the faces of hundreds of people that went through the experience (watch the video), and in the word of mouth this happening provoque reinforced our condition of Lovemark.

Although the main objective of this idea was to bring the McDonald’s strategy to life in a key moment of the year, in order to tighten our relationship with the consumers, there was also a short-term business expectation.

The children’s day was actually Sunday 20th of August, but we executed the idea from Friday 18th to trigger all the word of mouth and free press that could attract more McDonald’s lovers to our restaurants. The average number of clients in the restaurants where the idea ran was around 700 per day before the execution. During the Children's Day weekend the number increased 34%, reaching an average of 938 customers per day.