Extend reach and increase engagement of McDonald’s Value Happy Meal promotions during key calendar windows against key housewife with children target. McDonald’s seeked to extend value promotion messaging and interaction against key target - housewives with children. A media research insight uncovered that “Moms” desire for personal moments increased attentiveness and retention to commercial messages, at the same time the research showed high readership and involvement of magazine and newspaper horoscopes and astrology readings among the target (38% of all housewife with Kids visiting McDonald’s). From the insight, the media team proposed inclusion of McDonald’s value offers within the daily horoscopes, which traditionally provide predictions on love, health and money, and is considered by the target as personal time. Starcom negotiated with top Bogota magazine, “TV y Novelas”, to open the horoscope editorial and allow inserted McDonald’s value offers within the Money’s horoscope prediction. The Money prediction-McDonald’s value message blended within the content of the horoscope readings for all signs. The small tags read: “Money: If your multiple economic commitments have left you in ruin, don’t worry. Tuesday, Wednesday and Thursday’s McDonald’s McOferta is available, for only $5,000 you can eat a McCombo hambuger.”The execution generated client results, driving McCombo transactions up in the first week, and at the request of other magazine editors, extend inclusion of the McDonald’s horoscope readings in their own publications in the future. Born out of media research insights, the media team proposed to client, vendor and brand team to integrate advertising message in Horoscope reading of TV y Novelas magazine. Starcom Colombia negotiated with vendor spacing, format and even tone for the integration, to in fact create a new communications platform for McDonald’s value Happy Meal messages. This submission is special because of the execution’s simplicity and innovation, and for being first of its kind in any Colombian magazine. The execution takes a franchise title such as TV y Novelas (a female-skewing title highlighting the latest on Soap Opera TV starts) and blends a value driven message with the magazine’s content in a unique and powerful way.The execution was breakthrough not only because it improved the quality of the message, but because the medium and the message synergistically reinforced each other garnering not only top of mind, but “top of heart” among the target. Furthermore, the execution links the message and the media together creating an ownable media territory for McDonald’s.

Born out of media research insights, the media team proposed to client, vendor and brand team to integrate advertising message in Horoscope reading of TV y Novelas magazine. Starcom Colombia negotiated with vendor spacing, format and even tone for the integration, to in fact create a new communications platform for McDonald’s value Happy Meal messages.