McDonald's - Family Campaign
Our challenge: To build awareness of McDonald's as a family destination through relevant properties that deliver on 'enjoyable, shared family moments'. Allow McDonald's to build frequency of message over a 14 week period.
Our response: A simple, yet effective solution to provide strong reach against the target audience and place McDonald's firmly in a prime family environment.
In partnership with TV1, Full Circle took advantage of the ability to manipulate the TV1 schedule to provide an opportunity for McDonald's to own prime time 'family' viewing with the Friday Family Movie. Scheduled each Friday on TV1 at 6.30 pm, the McDonald's Family Movie brings viewers together for a shared family moment as they enjoy family movie favourites like The Karate Kid, Ferris Bueller's Day Off, Uncle Buck, Jumanji, Brady Bunch, Hook and The Nutty Professor.
To provide McDonald's with full integration into the property, Full Circle worked with TV1 to break the movie by scheduling in a solus intermission break, playing a McDonald's Intermission billboard along with their TVC.
This activity coupled with integrated promos and billboards gave McDonald's complete ownership of the Friday family viewing slot and reinforced the message that McDonald's is 'the' restaurant destination for families.