Advertiser: McDonald's Malaysia Brand: McDonald's Creative Agency: - Credits: -
As McCafe resides within McDonald’s stores, Malaysians associated McCafe with low-quality coffee and an unappealing ambience. For McCafe’s launch, the task was to educate people on its great tasting coffee, quality Arabica beans, and exceptional value.
Insight, Strategy and the Idea
The consumers: Mass Malay (because McCafe shares the same audience as McDonald’s) – Mass Malays love living vicariously through the characters of their favourite drama. This format is key in getting into their hearts and minds. The strategy: – Showcase McCafe as an appealing place to be, with great coffee at great value in the mass Malays’ favourite realm, a drama series. – We created a branded drama, MochaKauBahagia. Set in McCafe, it’s a love story of the barristas who share the same passion towards their job.
We collaborated with top TV broadcaster, MPTV to produce this. – educated on the quality of McCafe coffee and welcoming ambience. – produced a music video as promotion. – worked with popular and up and coming TV, radio and online stars for immediate recognizability across the wide spectrum of mass Malay audience. – secured the best timeslot on TV3’s highly rated Cerekarama belt (Saturdays 10.30pm) – cross promoted the series through top talk shows (WHI, MHI, POPTV), Hot FM, tonton. The casts promoted the drama and included product plugs – promoted on stations’ and the casts’ social media – obtained stage time and airtime on the top awards show, AnugerahSkrin: the singer serenaded the lead actress with the MochaKauBahagia song to promote the drama.
Results and Effectiveness
The campaign was highly successful in engaging the different segments and in changing perceptions of McCafe: – The drama helped promote McCafe in a very delightful way: Increasing job applications for McCafe barista. – The drama garnered 1.7 million average viewers each episode. – Increased sales by 36% compared to the same period in 2016. – Boosted McCafe Top of Mind from 11% to 17%.