Cannes Lions

McDONALD'S

LEO BURNETT USA, Chicago / MCDONALD'S / 2006

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Overview

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Credits

Overview

Execution

Perfectly targeted messages engaged consumers in specific places where these messages would resonate. A larger than life skateboard matched with a brand icon literally skated down the street to a professional skateboarding event vividly demonstrating McDonald’s commitment to a balanced, active lifestyle. Plus, a larger than life urinal demonstrated the filling properties of an extra large 42-oz. drink to baseball fans in the place where fans suddenly realise they need another drink.

Outcome

This campaign contributed to the highest summer sales and store visits in McDonald’s of Chicagoland’s history! Visit increases indexed 400, quadrupling results of the comparable 4,000 store division. Sales indexed 112 vs. a comparable pre-campaign period, remarkable in an industry in which leading competitors lost 3 to 6% of visits.

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