McDonald's new offering, the McEgg Burger, is an 'eggciting' addition in its Happy Price Menu. The fast food brand rolled out a high decibel out of home (OOH) campaign across nine markets to create curiosity and spread excitement about the product.
The creatives were placed in a unique manner inside bus queue shelters to highlight the freshness of the eggs used in the burger. Three different creatives were used for the purpose. While one featured the image of an unbroken egg with a message 'Only 1 out of three eggs chosen', the second creative showcased an egg yolk and said 'Freshly prepared'; the third creative displayed the egg placed in a container to be steamed, with a message that read 'Steamed'. The three creatives told the whole story of how the McEgg Burger is prepared with fresh eggs.
The OOH campaign extended the message carried by television commercials (TVC) and formed a part of the 360 degree marketing campaign across various media vehicles. The outdoor campaign covered 350 media touch points including billboards, bus shelters, gantries, unipoles and kiosks, as well as branding at railway stations.
Conceptualised and executed by OOH agency Milestone Brandcom, the 10-day campaign aimed to promote the launch of the product and targeted eggetarians.
"This new delightful offering needed an impactful messaging to lure customers to try out the new McEgg Burger. We devised a robust media plan to target the audiences on the go and ensured a dominating presence across all main arterial routes, transit junctions and major congregation points around McDonald's outlets. The visual appeal of the creative, clubbed with the elaborate media spread, ensured the message was delivered to the right audiences," comments Hanoz Patel, founder member and managing partner, Milestone Brandcom.
The OOH campaign was spread across nine markets including Mumbai, Bengaluru, Hyderabad, Pune, Kolhapur, Indore, Ahmedabad, Baroda and Surat.