CASE STUDY: McDonalds Signature Collection and Sky AdSmart

Provided by Sky Media
McDonald's ran a Sky AdSmart campaign promoting the launch of their new Signature Menu.

What was the Challenge / Background of the Campaign?

McDonald's ran a Sky AdSmart campaign promoting the launch of their new Signature Menu which was introduced in selected branches, with the aim to only serve the ad to households within proximity of a participating branch. McDonald's wanted to minimise the number of people who would be left disappointed when the new menu was not available at their local restaurant. Sky AdSmart was able to offer a unique solution for this challenge.

What was the Campaign Objective?

Drive brand affinity and improve brand image perceptions in key metrics of food quality and taste. Convey the step change that The Signature Collection represents for McDonald's. Create a surprising disruptive 'launch' campaign. Drive awareness and appeal.

What was the Solution?

McDonald's used Sky AdSmart's geo-targeting capabilities to create a bespoke target audience made up of households within 15 minutes driving distance of a participating restaurant, but not within 5 minutes of a non-participating restaurants to avoid disappointment where the menu wasn't available. This geographic targeting was overlaid with households containing Adults 16-54.

What were the Results?

The Sky AdSmart activity successfully drove an uplift in awareness of the Signature Collection with those exposed to the campaign being +15% more likely to be aware of the new menu. Positivity and trust towards the McDonald's brand saw a significant increase following the campaign. Those exposed to the Sky AdSmart campaign proved to be significantly more likely to spontaneously recall seeing McDonald's advertising.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details16-54 Households within a 15min driving distance of a restau
16 - 24
25 - 34
35 - 44
45 - 54
Both
ABC1
C2
DE
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, All Regions01 Sep 17 - 31 Oct 17DRIVE TRIAL
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