Reach them in their daily life! To play with media-divas a mix is a must. Communication in all their channels to get maximum reach and variety of contacts. Key is content, in our case 'Stars' of Starmania. So called 'Starmaniacs' were the emotional glue of the campaign cementing brand values fun, naturalness and easy living. In addition to a massive Radio and TV campaign with online and poster support we created a concert tour, a branded tour bus, lottery, live gigs in restaurants and autograph hour/'meet & greet' with 'Starmaniacs.'

Concept of integration definitely paid off. Great impact could raise transactions, sales and even increase the per capita consumption! Campaign had a great ROI ratio for every involved group. Primary target 'youth' over the franchise partners who were amazed by local response generated, to media and 'Starmaniacs.' They were finally recognised as ambassadors of McDonald’s. Main star of Starmania got 'I'm Loving It' campaign testimonial.