The communication goal(s)

 
In most small cities in central Turkey there is not much that families can do together, but to stay at home and watch TV.  
McDonald’s wanted to bring a spirit to town, offer a nice night which the whole family can enjoy together at a restaurant, and make them say “We Are Loving It”.  
Innovative Media Strategy  
Media strategy was based on creating “McDonald’s is doing something unique to our town and families” feeling.  
Cities have their own crowded streets, local newspapers, radio and TV stations which are the heart of daily life in Turkey.    
The media plan was built upon these.   
We created branded minibuses, TV + radio spots; DJ announcements and newspaper ads that invited families to special nights at McDonald’s.  
These nights were then recorded and re-broadcasted on TV and radio allowing families to share their fun with their friends, their neighbours and their town!  
Smiling faces on screens showed that, yes, they loved it at McDonald’s!

Engaging Creativity

Families having fun on posters, hand-outs, branded minibuses, invited people to restaurants.

TV and radio spots emphasized that this was unique to that city only.

Within 10 days, the city was talking, making plans, calling friends to go to a McDonald’s night.

Especially kids were extremely excited.

Then the McDonald’s family night TV programme showed the realised picture of the invitation. And the following week’s topic was “Did you see us on TV at McDonald’s?”

Encompassing the Audience

Relations, neighbourhood and being a family is still the core of social life in Anatolian (central Turkey) cities.

Citizens give a great value to local news. They have their own communication environment; follow local news after the national news, read local newspapers, listen to town’s radio. Activation was carried to all touch points in city life. Consumers, even the smallest children, were reached at every local message reception moment and time of day and night.

Effectiveness

With a budget measured in tens of thousands we created a huge sales uplift. Average daily bill number increased by %21 and revenue by %35.

Sales were the highest of the whole year, beating traditional holiday sales peaks, achieved 1.6 times more bills, 2.6 times more sales than other cities.