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McDonald's
Monopoly at McDonald’s 2017

RAN IN: Russia

CLIENT
McDonald’s

AGENCY
Leo Burnett Moscow *Lead Agency


OMD Optimum Media *Lead Agency


CREATA


SUMMARY

Despite the first signs of a slight increase in the IEO market (Informal Eating Out), people are forced to reconsider their habits in order to save money. Especially in December, when people traditionally spend the most. From the point of view of business and the increase in the flow, McDonald's is already conducting the national promotion for the fifth time in the winter season. The campaign of the previous year and non-standard creative gave the premises for even more mass participation in 2017. The prize fund was increased and there were added new ways of participation. Thus, there are a lot of chances to win. You just need to take part in it.

CASE STUDY

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CASE VIDEO


Audience: All of McDonald’s visitors.

Objectives: Growth in major business results* • Increased Comp GCs (guest counts) +1% • Increased level of Monopoly awarenress compared to 2016 (74%). • Increased number of participants (27% in 2016) • Increased number of customers who come to McDonald’s to take part in Monopoly (peaked at 13% in 2016) * Data gathered by tracking of customer attitudes towards the promotion, online poll conducted by Profi online research.

Type: B2C

Language: English, Russian