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McDonald's
McDonald's Monopoly 2016

RAN IN: United Kingdom

CLIENT
McDonald's UK

Tom O'Neill (Senior Brand Manager)
Steve Howells (Head of Marketing, Food & Beverages)

AGENCY
Leo Burnett (United Kingdom) *Lead Agency

Simon Hewitt (Board Account Director)
Sam Houlston (Account Director)
Matt Collier (Creative)
Wayne Robinson (Creative)
Annabel Bennett (TV Producer)
Caroline Baron (Planner)


The Marketing Store *Lead Agency

Gareth Kane (Planning Director)


OMD


Armadillo


SUMMARY

Our challenge was to take the long standing McDonald's Monopoly promotion and use our communications to make it more successful then ever before.This campaign succeeded in outperformed all ambitions for what was possible for an already established promotion by identifying and communicating the one thing which would change the game: choice. We achieved the highest ever ROI for a McDonald's UK promotion, of £12.9. During the promotion period we got the highest McDonald's guest counts recorded in McDonald's' 43 years in the UK. This was +13% compared to all preceding weeks in 2016.

CASE STUDY

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CASE VIDEO


Hero Medium: OOH

Medium Featured On Video: CINEMA;DIRECT;Email;MOBILE/TABLET;App;OOH;Billboard;Place-Based;Transit;PACKAGING;PR;PRINT;Newspaper - Print;SOCIAL MEDIA;TV;Interactive TV/Video on Demand;Spots (TV)

Audience: Young adults

Objectives: Families;Young Men (20-35);Young Women (20-35)

Type: Business to Consumer

Classification: National

Language: English