McDonald's: The "No Distractions" Billboard"

This case study shows how McDonald's, the fast food brand, increased brand affinity and sales in the UAE by removing food from its adverts as a sign of respect for the region's Ramadan celebrations.

Campaign details

Brand: McDonald'sBrand owner: McDonald'sLead agency: FP7/DubaiContributing agencies: UM MENA, DubaiCountry: United Arab EmiratesIndustries: Restaurants & takeawaysMedia channels: Outdoor, out-of-home, Public relations, Social mediaBudget: Up to 500k

Executive Summary

The McDonald's franchise in the UAE wanted to generate brand engagement with fast-food fans, during the month of fasting – Ramadan – as a means to get people to resonate more with McDonald's and buy more from it. What could a big global brand do, during the most culturally special time of the year?

Simple....

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