Case History Database

Summertime in Australia is a sea of advertising, particularly amongst Quick Serve Restaurants all positioning to be Aussies’ summer go-to. For its biggest deals campaign of the year, ‘30 Days 30 Deals’, McDonald's knew it could out-shout (aka out-spend) the competition around “Great Value”. But how do you get people who actively skip, block, and tune out ads to care about a month of basic retail offers? Despite being ad-averse, Aussies love a bargain. So, to sneak through their ad-skipping instincts, McDonalds hid 30 deals in the most pleasantly distracting videos on social media. By focusing on what was leading Aussie social conversation and sneakily joining in, rather than rudely interrupting it, we were able to drive incredible cut through for our biggest app campaign of the year. The result: a 5-week retail campaign Aussies couldn’t help but watch, driving record organic reach and engagement, positive sentiment, and reporting a huge growth in YoY sales via the McDonald's app.