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McDonald's 'eggcites' through OOH

By afaqs! news bureau , afaqs!, New Delhi | In OOH News | September 04, 2012
The creative with the image of a delicious McEgg Burger was spread across 350 different media touch points across nine markets including Mumbai, Bengaluru, Hyderabad, Pune, Kolhapur, Indore, Ahmedabad, Baroda and Surat.

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.

McEgg Burger OOH campaign

The campaign creatives displayed the image of a steamed egg inside a burger bun. The image clearly highlighted the ingredients of the egg that is steamed in a specialised steamer and made tasty with a sprinkling of magic masala, onion and creamy mayonnaise. The message on the creatives announced the launch of the burger, focussed on its reasonable pricing and read 'Introducing McEgg Rs 25'.

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.

Rameet Arora

Hanoz Patel

Rameet Arora, senior director, marketing, McDonald's India, says, "We have come up with a campaign that embodies the fun and freshness of eggs to extend our 'I'm Lovin It' experience to our customers. We at McDonald's aim to be our customer's first choice and we are taking brand McDonald's to the next level by providing our customers with products and campaigns that are new, fresh, exciting and innovative."

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.

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