slovenščina
hrvatski
English
The first requirement for a successful campaign is that its messages are derived from authentic insights. But the question is: where can such insights be found? When designing the brand campaign for McDonald's, we turned to its fans, its most loyal guests.
There are many ways to understand a brand and how its "users" perceive it, ranging from classic qualitative and quantitative market research to social listening.
We designed the communication platform "Here for You" and created a series of simple yet charming TV commercials, all set in the restaurant.
“At McDonald's, no one will give you a sideways glance if you fully surrender to the pleasure of drinking your shake, which of course also means sipping very loudly.”
“I still sometimes order a Happy Meal. Out of nostalgia, and sometimes because of the toy. By the way, do you want to trade Pokémon card no. ...?”
“At McDonald's, it’s no big deal when sauce drips from your burger onto the tray. You just take a piece of fries and mop it up.”
“I always check what’s new on the menu. Then I order a Big Mac, as usual.”
