We had to communicate to a broad audience that a McCafé coffee keeps you wide awake. That’s why we resorted to doormen, but not any doormen; those who do remote surveillance, a service that is becoming increasingly used in Uruguay due to its low cost. This requires specific attention from the door attendants who work for these companies, given that instead of surveilling only one entrance, they must be vigilant and watch over the security of multiple buildings at once.

That’s why we made an agreement with one of the leading remote door-attending companies (Spotter) to provide their doormen with a McCafé coffee. This way, we put a delicious McCafé in sight of all who passed by.

We needed to communicate to a broad audience that a McCafé coffee keeps you wide awake and to imprint our brand in their minds in an increasingly competitive market. And all with a very low budget. While we searched for media that could result in the reach that we were looking for, we came across something that had not yet been used by anyone: the video surveillance screens located at the entrances of buildings. Virtual doormen who work remotely are currently a novelty in our country. When we saw these screens and the people providing surveillance services on them, all we needed to do to give birth to this new media was place our product for all to see.

The implementation was very simple. All we had to do was place a warm cup of coffee on the desks of our virtual doormen. Then, the live transmission made sure to deliver our message, for a month, through more than 250 screens located at the entrance of buildings all over the city. In plain view of all the homeowners, neighbors, and pedestrians who passed by.

An important fact is that in Uruguay, an outdoor campaign reaching half of the population would ordinarily cost $2M. We did it for the price of a cup of coffee.

In one month, we managed to be present all over the city, reaching an approximate total of 13,850,000 interactions with homeowners, neighbors, and pedestrians who passed by. This number might sound small for countries with larger demographics, but it’s an enormous achievement for a country the size of Uruguay.