Campaign details
Brand: McDonald's South AfricaAdvertiser: MCD DigitalCountry: South Africa
Strategy
Objective
McCafe is a fresh, exciting and vibrant brand. Whilst it enjoys the privileges of being a subsidiary of McDonald's, brand awareness levels in South Africa are still low. The sponsorship with a prestigious event like the South African Film & Television Awards (SAFTAs) is a strategic tactic to position McCafe as a lifestyle and aspirational brand.
The objective was to use social media to increase brand awareness by maximizing the potential reach of a nationally broadcasted and socially popular award show.
Our ultimate...