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McDonald's
Monopoly 2016

RAN IN: United Kingdom

CLIENT
McDonald's (United Kingdom)

Thomas O'Neill (Senior Brand Manager)
Jodie White (Assistant Brand Manager)

AGENCY
The Marketing Store *Lead Agency

Sav Evangelou (Executive Creative Director)
Gareth Kane (Planning Director)
Rebecca Lawler (Designer)
Fiona Davies (Social Engagement Manager)
Bryony Ashman (Senior Account Manager)
Ben Parsons (Senior Motion Art Director)
Laura Titmus (Senior Account Manager)
Antoinette Kelly (Creative Director)


Leo Burnett


OMD (United Kingdom)


Armadillo


SUMMARY

Our challenge was to beat the best. McDonald's Monopoly is one of the UK's biggest brand activations. 2015 was the most commercially successful in its eleven-year history. 2016 meant beating ambitious YOY targets, whilst also tackling a new objective - to significantly shift brand affinity scores. We delivered YOY guest count growth of 5.7% compared to a target of 1.7%. This resulted in the highest guest count in 43 years of McDonald‰€™s trading in the UK. Brand affinity scores increased significantly, most notably amongst infrequent visitors (Brand Closeness +59% & Brand Image +32%).

CASE STUDY

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CASE VIDEO


Hero Medium: RETAIL EXPERIENCE

Medium Featured On Video: INTERACTIVE/ONLINE;Brand Website/Microsite;PACKAGING;RETAIL EXPERIENCE;In-store Merchandising;In-Store Video/Kiosk;POP;Retailtainment;SALES PROMOTION;SOCIAL MEDIA

Audience: Young Adults & Families

Objectives: Brand Influencers;Families;Men;Teens (13-20);Women;Young Men (20-35);Young Women (20-35)

Type: Business to Consumer

Classification: National

Language: English