Cannes Lions

PAJAMA BREAKFAST

TBWA\ITALIA, Milan / MCDONALD'S / 2015

Film
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Execution

The results were amazing.

The response on the web was huge. Thousand of pictures and discussions were published on social networks; in 3 hours we became (#imlovint) the third trend-topic in Italy.

In the end we reached 130.000.000 impressions and an AVE (advertising value equivalent) over 1.500.000 €.

Over 70.000 people all over the country attended the event and came to have breakfast in the restaurants with crazy colorful pajamas during the three hours we established for the event.

Major national and local newspapers and TV networks talked about us (557 published news) telling about the joyful and positive side of the McDonald's breakfast.

The idea was so powerful that stimulated spontaneous act generosity by people which generated further news about McDonald's. For example some charity houses gathered a large group of people to redeem breakfast and donated them to homeless.

Outcome

The data inspired the insight of the campaign.

Starting from analysis of data of IEO we discovered to have a great opportunity in this market during the breakfast day-part and considering McDonald's product mix we saw that McDonald's breakfast had an unexpressed potentiality.

Moreover annual McDonald's quantitative research called Brand Barometer, highlighted a decrease in brand reputation, especially for Millennials target which feel the brand not close to themselves anymore.

These data combined with the data about potentiality of breakfast market, drove us to create an initiative dedicated to Millennials, expressing the joyful spirit of McDonald's during breakfast day-part in order to reconnect the target with the brand.

The media plan has been elaborated on the basis of target data, opting for digital and social channel (media that have affinity with Millennials).

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