Kazasu: Product preference
Cairo Marsh and Mark Leong
Campaign details
Brand owner: McDonald'sLead agency: DDB JapanBrand: KazasuCountry: JapanIndustry Beers, lagers, stouts, cider, Coffee, tea, hot drinks, Drink industry, market, Non-alcoholic, soft drinks, Pre-mixed spirits, alcopops, Restaurants and takeaways, Spirits, liqueurs, WinesChannels used: Mobile and appsMedia budget: 500k - 1 million
Executive summary
Over the past four years, McDonald's Japan has built a popular mobile membership programme: providing consumers weekly coupons and product opportunities, the programme has become an integral component to the marketing and sales strategy, accounting...