McDonald's X CLARK
McCrêpes season at McDonald's
Seeing the sacrosanct McCrêpes being removed from lunch menus following health restrictions was a real tragedy for Quebecers.
The latter did not remain silent in the face of this injustice:
more than ever, the McCrêpes are expected at the turn. McDonald's
heard them and brought the McCrepes back to the menu for a limited time.
In order to spread the news, Clark Influence was commissioned to
create engaging activation. From there came the idea of a gamified filter
like the other pieces of the campaign. We are talking here about television advertising, radio advertising and an influence campaign.
1) Encourage Quebecers
testing the range of McCrêpes products and developing
its visibility and conversations
2) Develop the sympathy capital of McDonald's with a demanding and digital-native target.
3) Surprise through
and who protagonize
an audience eager for unique experiences.
Men (60%) and women
(40%) aged between 25 and 44,
but mainly in the lower end
of this scale. We are talking here
millennials aged 25-34 who like
to try new products and follow
social movements (fashions). They visit the restaurant
to satisfy their cravings
tasty lunch and nourishing. Besides, they accompany
this one a McCafé to start
their day off right.
Thanks to the creation of the gamified filter, Quebecers can not only taste
restaurant sandwiches, but can also interact with them in a positive way.
Account Director: Catherine Binette
Artistic direction : Sarah Gervais Houle
Programmer: Bastien - Experience filter