Despite the almost parity pricing between McDonald’s and Jollibee (no. 1 QSR in the Phils.). the former is perceived to be more expensive and not inclined to the Filipino taste. To correct this misconception, we want consumers to perceive Macdonald’s as delivering better value and suited to the Filipino taste.To realise this mission, a McDonald’s campaign “Unbelievable Low Price” or ULP was instigated. Essentially, this campaign will showcase quality products offered at very low prices.In order to cut across that McDonald’s is indeed affordable and that it is pro-Filipino, McDonald’s newest endorser, a very popular Filipino world class billiards (“pool”) guru, Efren “bates” reyes was made the forefront for the campaign.The goal is to fast track awareness build-up by further strengthening the campaign without necessarily incurring additional cost to client. TelevisionCreative execution of the material depicts our endorser playing in a nine-ball competition wherein he easily makes those difficult shots. With only the nine-ball left on the table (positioned near a pocket for an easy shot), our billiards guru “unbelievably” misses the shot.Aside for the regular media TV spots buys, we had a timely program sponsorship of the “World Pool League” challenge (which was held in the Phils., Feb 13 – Mr 11) where top billiards players from different countries challenged Bata Reyes. Being a major sponsor, McDonald’s practically owned the billiards tournament. It provided a compatible editorial environment for the TVC. It further strengthened association between the brand / TVC and Efren Bata. McDonald sponsorship/ownership of the program was further reinforced as McDonald’s logo superimpositions were scattered within the program on top of the sponsorship bumpers, which were implemented.

PrintCreative material is a dominating page, dull colour “advertorial” with cut –out coupons. It talks about a 90-yr. old woman who “unbelievably” won a billiards exhibition game over our champion, Bata Reyes.Media strategically positioned the placements in the weekend issue, Feb 17th (due to higher readership) within the national dailies and tabloids’ individual sports sections. Since the ad didn’t have that “hard sell2 execution, consumers mistook it as a news article and believed the story. Value Creation – Projected Outcome / Savings to ClientIncreased awareness and saleability of the “Sundae McCone” and the other “Unbelievable Low Priced” product offeringsSales increased by 100%High awareness for the “Efren Bata” campaignA top local daily even published an article regarding one of the characters of the print campaign, thinking that she’s really a billiards champion and that she beat Efren Bata, when in fact she isn’t (article came out last February 23)/A more concrete association of McDonald’s with Filipino masses41% additional TV airtime and 6% worth of print space at no additional cost to client. 1. Considering the limited creative materials to work with (single version TVC-30s and a dominant, fill colour Print material only), Media was able to maximise impact of the creative material (featuring the newest McDonald’s endorser, Bata Reyes) and communicate the good value but low priced products of McDonald’s by using media platform that will further strengthen the ad material 2. The media strategy applied was culled from a consumer insight generated. It is also in synch with the content of the advertising campaign. It further strengthened the campaign at no additional cost to client.Consumer InsightBilliards (or “pool”) has become a favourite national past time mainly due to the influence of Efren “Bata” Reyes (who is by the way recently featured in Time magazine) and his excellent billiards sklills. “The Magician” as he is popularly know, has put the Phils. In the map of world class competition for being able to beat and out class the best billiards players the world over. Due to Bata’s “rags to riches” success story which he owed to billiards, he has become a national icon of inspiration specially among the masses.This game has =become immensely popular that billiard halls have sprouted out prevalently nation-wide. There probably isn’t a Filipino who wouldn’t know what a billiards game is and who is Bata Reyes. Thus, communicating to the masses through Bata Reyes and his Billiard prowess would definitely be an excellent means.Media ChallengeTo capitalise on the popularity of Bata Reyes (and billiards) and communicate a low priced quality product which is suitable to the Filipino taste.

1. Considering the limited creative materials to work with (single version TVC-30s and a dominant, fill colour Print material only), Media was able to maximise impact of the creative material (featuring the newest McDonald’s endorser, Bata Reyes) and communicate the good value but low priced products of McDonald’s by using media platform that will further strengthen the ad material