McDonald's: McTollbooth

This case study shows how McDonald's, a fast food chain restaurant, radically boosted its likeability rating with an experiential campaign in the Philippines.

McDonald's: McTollbooth

Agency: Leo Burnett Manila

Brand: McDonald'sAdvertiser: McDonald's PhilippinesCountry: The Philippines

Objectives

McDonald's regularly tracks the brand's health based on a monitoring study conducted by TNS Philippines. Particularly, it looks into the 'Most Favorite Informal Eating Out (IEO) brand' metric to assess the brand's top-of-mind awareness and popularity. As it reflects the consumers' sentiment towards the brand, McDonald's puts prime importance to this brand metric. However, in 2014, McDonald's rating for the 'Most Favorite IEO brand' suffered a double-digit decline

The objective of this campaign was to recover lost points and deliver at least a four-point improvement...

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