Skills
Integrated Marketing | Creative Advertising | Brand Management | Campaign Production | Account Management | PR
The Brief
Every year on 26 January, Aussies celebrate Australia Day, and McDonald's launches a special edition menu as an nod to the occasion. But how could an American brand stand out against the competition on the most patriotic day of the year?
The Campaign
In Australia, there's no greater sign of acceptance than being given a nickname, and McDonald's is affectionately known as Macca's. This led to an integrated campaign strategy executed by DDB Australia out to prove how much this meant to the brand by making it official and celebrating the unique nuances you can only experience down under.
In addition to radio and outdoor advertising, 13 restaurants across the country had their famous golden arches changed overnight with an Aussie twist, a world first for the brand. This was quickly picked up by national and regional broadcast media and the brand became the most talked topic in the country. This dialogue eventually went international, making broadcast headlines and going viral on social media in the US, Europe and Asia.
The campaign achieved over 11 billion total PR impressions and a 6.7% increase in sales revenue in January 2013.
