Agency: DDB Advertiser: McDonald's Restaurants (NZ) Ltd Awards: Retail/Etail (Bronze)
15-24 year-olds are widely recognized as being a target group that is hard to reach and engage with. However the rapid uptake of texting by New Zealanders- with 30 million text messages being sent every month- offered a new channel for communication. Our target are very heavy users of text.
For some time McDonald's had undertaken little activity to build the relationship with this...
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