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Milestone Brandcom dramatically unveils the latest McDonalds' McValue lunch with a Dong!

McDonalds redefines lunch in India, with yet another value offering to its customers and a reason enough to start the New Year with a smile. Milestone Brandcom, a leading and fastest growing integrated OOH brand communications agencies in India, creates a dramatic announcement of the offer with meticulously planned teaser followed by a reveal communication & special reinforcements announcing the offer hours everyday.

Under the McValue - Super Lunch Super Deal offer any one can enjoy one Burger, one Coke and one Fries pack for Rs.55/- in Mumbai.

"The communication strategy put into practice Out-of-Home was to first tease & excite the audience about "something' that McDonalds was up to, and about to change with "Lunch will never be the same again' message," said Hanoz Patel, Founder Member & Managing Partner at Milestone Brandcom. To build up the anticipation until the offer launch, we installed a 36-hour reverse timer showing hours, minutes & seconds on 3rd Jan 2012 until it zeroed in at noon on 5th January 2012.

The offer so great needed a rather dramatic reveal approach, for which the agency employed a bell ringer to ring in the new offer on a giant bell installed on mobile billboard & hoardings at some of the prominent & busiest junctions in the city like Mahim Causeway, Peddar Road junction, etc. The giant bell was rung at an interval of every 1-hour between noon & 3pm on the day of the offer launch and continued for the entire campaign period.

"In addition to just creating awareness of the offer with the reveal campaign, we also went the extra mile to bring further reinforcement around the offer hours everyday between noon & 3pm". A giant clock was mounted on a hoarding, showing people the actual time; and when the clock would strike noon, 1, 2 & 3pm the arms would point to a Burger, Coke & Fries conveying the McValue Offer hours in the simplest but innovative ways. A reminder alarm was also set for every hour between noon & 3pm everyday, for the entire campaign period.

The campaign was executed across 6 cities including Mumbai, Bangalore, Hyderabad, Pune, Ahmedabad & Baroda. A media plan encompassing 310 media touch points spread well across a selection of formats covering high traffic & footfalls along arterial roads, neighbourhood proximity and transit media & junctions. The media touchpoints comprised of ' billboards, unipoles, gantries, bus shelters and display boards inside high footfall density stations.

"Since it was an offer starting midday, the plan was heavily skewed towards morning traffic movement for better recall for action relevant to the midday offering." added Patel.

Commenting on the campaign, Rameet Arora, -Senior Director Marketing (West and South) - Mc Donald's India, said, "It's always exciting to be doing innovation. It's the difference between a good and a great campaign. I believe the work done on out of home in Mumbai was a critical success factor in a most successful launch."

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