Campaign details
Brand: McDonald'sBrand owner: McDonald'sEntrant company: DDB Mexico - MexicoIdea creation: DDB Mexico CityMarket: Latin AmericaSector: RetailMedia channels: Word of mouth, Influencers, KOLs, Mobile & apps, Merchandise & free giftsBudget: Up to 500k
Executive summary
McDonald’s faced the enormous challenge of recovering its relevance and attractiveness to the younger Mexican sectors, mainly the centennial generation, who no longer felt much identification with the brand, diverting their preference to other more relevant competitors. To do so, the brand ventured into a passion-point for this generation:...