Client Brief

BACKGROUND

The campaign was executed  by the leadership team at AD Street Communications  while at Leo Burnett India Pvt Ltd.

McDonald's had almost monopolistic market presence however when we evaluated the situation in 2015 we figured out that there was lot of competition that had made the QSR market really crowded. That's why we got Leo Burnett's Chicago office to do a robust, quantitative study on the Indian market, the frequency of eating out and the habits and attitudes around that. Abhishek was involved in the campaign while at Leo Burnett where McDonald's was trying to break the clutter with a brand led integrated communication.

Execution

INSIGHT

The campaign was executed  by the leadership team at AD Street Communications  while at Leo Burnett India Pvt Ltd.

We met customers at the store, and one of the things that emerged is that today, customers are a lot more distracted than they used to be, continuously looking at their phones and losing out on conversations. Also, people today want to share things, and the internet has made this possible. We decided to bring these three or four things together and see if there's a proposition that can help us achieve the objective we want. That's how the 'Kuch Pal Offline' campaign was born.

 

SCOPE OF WORK

Campaign urged the people to break away from technology for a bit to develop real connections which started from a TVC leading to on ground and digital activation "Through extension. A simple and effective mnemonic like 'flipping the phone upside down, the campaign aims to remind people that 'the power to balancing online and offline worlds' is in their own hands. This is a philosophy which we have brought to life across mediums including in-store, through various real-time and engaging acts.

Result

RESULTS

#KuchPalOffline contributed to a new product introduction - Sharing Pack for 2, 3 and 4 which lead to 62% spike in overall sales and increase in Share of voice by 45%

Client

McDonalds India

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