Situation:

McDonald’s has charging stations at 55 restaurants in Sweden, making it the largest restaurant chain for electric car charging. In

2020 all of McDonald’s drive-thru restaurants in the country will double as charging stations. At the same time, traditional gas stations are

investing a lot of money into developing their food offering, making them a serious contender along the motorways.

Brief:

McDonald’s Sweden’s creative concept is “Big enough to make a difference”. Show how McDonald’s is leading the way towards a fossil

free future while the gas stations are standing still.

Objectives:

Make drivers of electric cars and hybrids aware of McDonald’s network of charging stations. And make the general public feel that the

brand is modern and progressive.

The primary target group was drivers of electric cars and hybrids. But as always with McDonald’s, it’s also the general public. A.k.a. “everyone”. We approached one of the leading producers of gas station signs and hired them to put McDonald’s iconic golden arches posts to new use. Then we filmed the mounting of the signs and seeded out the film via social media channels and relevant sites and media outlets.

The double sided “gas station” signs have so far been mounted in Munkedal and Mjölby. The installations were mounted in June, just before all of Sweden hit the roads during their summer vacation. All McDonald’s franchisees with restaurants offering car charging can order their

own signs.

The McCharge installations received a lot of media attention, both in Sweden and abroad. All in all over 150 000 000 impressions. The number of drivers stopping by to charge their cars increased with +154% compared to the same period last year.