Client: McDonald's
Media Agency: OMD

The Campaign Objective:

To drive frequency of visits and increase average cheque (add ons)

Campaign Overview

Adshel Campaign: Broadcast Heavy weight campaign

Duration: 9 - 22 November 2009

Research Market: Auckland

Sample Size: 430

Target: 15 to 39 year olds

Other media used: TV, Radio, Online, Other Outdoor

Why Adshel?: Adshel offers McDonald’s proximity placement to restaurants and a cost effective, multiple market coverage

The Results

• The ad generated awareness of 47% overall and 51% in the target market (15-39 year olds)
• 47% of the total sample recognised the campaign on prompting, an exceptionally strong result.
• 51% of the target market recalled the campaign.
• 41% of the total sample recalled a McDonald’s’ outdoor ad spontaneously.
• 73% of the total sample agree that the ads are noticeable, where as 90% think they are easy to understand.
• Message out-take is strong and on target. 63% of the total sample thought the ads were for good value/cheap food.
• 38% of those who recognised the Adshel execution have seen the ads in store, vs 27% of the total sample.
• 31% of those who recognised the Adshel execution have seen the ads on billboards, vs 19% of the total sample.

For more information, contact your Adshel representative.