Milestone Brandcom’s noon-till-3 buzz for McValue

Milestone Brandcom has embarked on an innovative OOH campaign to promote McValue, an economy lunch deal from McDonald’s, wherein one can have one burger, one coke and a pack of fries for just Rs 55 in Mumbai.

Talking about the communication strategy, Hanoz Patel, Founder-Member & Managing Partner at Milestone Brandcom, said, “The out-of-home communication strategy put into practice was to first tease and excite the audience about ‘something’ that McDonalds was up to, and about to change with the ‘Lunch will never be the same again’ message.”

To build up the anticipation until the offer launch, the agency installed a 36-hour reverse timer showing hours, minutes and seconds on January 3, 2012 until it zeroed in at noon on January 5, 2012.

The agency also employed a bell ringer to ring in the new offer and a giant bell was installed on mobile billboards and hoardings at some of the prominent and busiest junctions in Mumbai like Mahim Causeway, Peddar Road junction and so on. The giant bell was rung at an interval of one hour between noon and 3 pm on the day of the launch of the offer and continued for the entire campaign period.

This apart, a giant clock was mounted on a hoarding, showing people the actual time; and when the clock would strike noon, 1 pm, 2 pm and 3 pm, the arms would point to a burger, coke and fries, conveying the McValue offer hours in an innovative way. A reminder alarm was also set for every hour between noon and 3 pm everyday for the entire campaign period.

The campaign was executed across six cities – Mumbai, Bangalore, Hyderabad, Pune, Ahmedabad and Baroda. The media plan encompassed 310 media touch points spread across a selection of formats covering high traffic and footfalls along arterial roads, neighbourhood proximity and transit media and junctions. The media touch points comprised billboards, unipoles, gantries, bus shelters and display boards inside high footfall density stations.
“Since it was an offer starting at mid day, the plan was heavily skewed towards morning traffic movement for better recall for action relevant to the mid day offering.” added Patel.
Commenting on the campaign, Rameet Arora, Senior Director Marketing - West and South, McDonald’s India, said, “It’s always exciting to be doing innovations. It is the difference between a good and a great campaign. I believe the work done on out of home in Mumbai was a critical success factor in a most successful launch.”