Campaign details

Brand: McDonald's

Brief description of the assignment

McDonald's in the Netherlands asked TBWA, Hill+Knowlton Strategies and OMD to create a summer campaign with the following objectives:

  • Strong sales of the summer menu featuring premium burgers, side dishes, ice creams and drinks.
  • Increase brand closeness and brand preference, keeping the audience talk about the brand for 3 months.

The challenge it presented

  • Last year, we built a tropical island (Good Times Island) so all McDonald's guests could really experience "Good Times".
  • This year, the agencies needed to come up with a new summer campaign to gain even more traction in paid, owned and earned media for the campaign and the special summer products.
  • With this campaign, we incorporated the most important lessons learned from last year:
    • Bring the campaign closer to the guests (or make it recognisable for them).
    • Create several "moments" with a recognisable story.

Research and insight that contributed to the creative strategy