Media > Use of Media

ALOSERVIS

OMD TURKEY, Istanbul / MCDONALD'S / 2005

Awards:

Shortlisted Cannes Lions
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Overview

Credits

OVERVIEW

Audience

With tens of thousands of local competitors, Turkish home and office food delivery is cheap, varied, fast and very competitive.McDonald's launched its own delivery service, "AloServis", to generate revenues from this sector and strengthen its bonds with young adults. Our task was to win market share quickly, despite a very limited budget.

Effectiveness

The budget could have bought two weeks of TV. Instead we created a sustainable campaign that grew "AloServis" revenues 117% with value-per-order twice the in-restaurant equivalent. And rather than cannibalising, analysis showed "AloServis" also helped grow in-restaurant sales. "AloServis" has exceeded all expectations to become an important contributor to the client's business performance.

Execution

To distinguish McDonald's as a youthful, global brand, and to enhance the creative (based around a large yellow phone number),each media solution was tailored for impact, surprise and uniqueness. For example: Internet floating banners showed a man in the editorial section reaching across to the AloServis advert to place an order. Postcards in bars had peel-off stickers encouraging people to keep the number. SMSs were sent just before lunchtime, as if from a friend, suggesting meeting at McDonald's.

MediaEffort

By examining the consumers' routines we found 142 different ways to deliver a telephone number or menu at eating times. From these we chose: Internet, office posters and elevator doors, billboards in commercial areas, newspaper inserts and branded public transport to reach office workers; text messages, planted quiz questions, canteen posters, paper cups, campus handouts, and postcards in bars to reach university students; streetlight posters, apartment posters, radio, bill inserts, and mailings to reach people at home.

MediaStrategy

At launch "AloServis" was limited to four cities and specific streets within those cities. Typical mass media usage, on our limited budget, would be too wasteful to reach ambitious targets. Besides, our competition already had well distributed telephone numbers and menus: McDonald's didn't need high "TV Share of Mind" but competitive "Share of Menus" in people's desk and kitchen drawers. So instead of blanket targeting, we needed to encourage trial by dropping phone numbers and menus in front of people just as they’re thinking "What should I eat?" This would require precision targeting and timing with a direct marketer's eye on response rates.

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