McDonald's Australia: Deals so distracting they were un-skippable

McDonald's, a QSR, launched the biggest value campaign of the year, 30 Days 30 Deals, in Australia to achieve an organic reach of 2.6m, improve consumer sentiment, drive conversion and increase sales.

Campaign details

Brand: McDonald's Brand owner: McDonald's Entrant company: DDBIdea creation: DDB Sydney Market: Australia Sector: Restaurants & takeaways Media channels: Online video, Packaging & design, Radio & audio, Sales promotion, Word of mouth, Influencers, KOLsBudget: Up to 500k

Executive summary

Summertime in Australia is a sea of advertising, particularly amongst QSR’s positioning to be Aussies’ summer go-to. For Macca’s biggest deals campaign of the year, ‘30 Days 30 Deals’, we knew we could out-shout (aka outspend) the competition around “Great Value”. But how...

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