Malaysian Media Awards Winners Showcase
2011 | Finalist | Best Use of Television
Cut Through For Contour Glass Value Meal Promotion With HD TV World Cup Match Viewing
OMD (M) Sdn Bhd
Advertiser: Golden Arches Restaurant Sdn Bhd Brand: McDonald’s Creative Agency: Leo Burnett Credits: Margaret Lim (General Manager), Jennifer Yean (Business Director), Kelly Liow (Planner), Mandy Law (Senior Buyer), Melati Abdul Hai (Head of Marketing, McDonald’s), Kelly Chan (Senior Marketing Manager, McDonald’s), Eugene Lee (Senior Marketing Officer, McDonald’s), Kenneth Teo (Vice President, Measat Broadcast Network Systems Sdn Bhd)
Challenge
To encourage sales of Value Meals during McDonald’s fifth World Cup sponsorship, collectible Coke World Cup Contour glasses were being offered, 6 designs, a new design each week. Getting people to know about the promotion, however, was difficult with numerous World Cup sponsors and guerilla hijackers vying for consumer attention.
Solutions
Instead of just using television as a medium to communicate the promotion, McDonald’s decided to make TV part of the message, and offer its restaurants as venues where the public can enjoy a unique experience of World Cup matches in high definition. This draws attention and traffic to their restaurants, and consequently drives sales of Coke Contour Glass Value Meal.
Execution
Instead of just using television as a medium to communicate the promotion, McDonald’s decided to make TV part of the message, and offer its restaurants as venues where the public can enjoy a unique experience of World Cup matches in high definition. This draws attention and traffic to their restaurants, and consequently drives sales of Coke Contour Glass Value Meal.
Result
Sales surpassed targets, and exceeded 2009 sales by 10%. Glasses were sold out before the end of the campaign period. Sales surge everytime a new glass design was advertised. McDonald’s collectible Coke World Cup Contour glasses were auctioned on ebay.com.my at three times the price of the Value Meal.
