Awarded Wrapping

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McDonald’s

Puerto Rico | May 2013

Client Brief

In May 2013 McDonald’s challenged Metro Puerto Rico to find a clever way to promote the launch of their new product, the McWrap. The client wanted to captivate the attention of the consumer with a memorable piece that in a smart way showed the actual size of the product they were promoting.

Execution

This product had already been launched a week before in other media (print, TV and outdoors), which became a challenge to create an impactful promotion. Metro designed a “street activation” exclusively for the McWrap, where the newspaper represented the “wrap” inserted in the product package. The backcover of that day’s edition was designed in a way that represented the McWrap. The newspaper was rolled and inserted in a piece similar to what the consumer would receive at McDonald’s. Metro distributed 120,000 newspapers throughout all distribution points on the island.

Results

Although the campaign had already been launched in other media, McDonald’s reported a substantial increase in visit at the restaurants that day and subsequent days with high sales for the McWrap. The digital activity for the McWrap leaderboard in the Metro.pr homepage delivered 134,115 impressions.

Winner comments

The launch of McWrap in Puerto Rico, exceeded our expectations in sales, brand projection and customer experience. Metro was very effective in providing a tool to our brand guidelines combining multimedia advertising, promotional high level executions and digital media. We can say that Metro was crucial for McWrap to remain today as one of our top selling products

– Karina Galletti, Regional Marketing Manager, Arcos Dorados

 

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