HUMIDIFIER

TitleHUMIDIFIER
ClientMCDONALD'S
Product / ServiceMCCAFE
CategoryA02. Best Use of Merchandising/In-store Marketing
EntrantLEO BURNETT SHANGHAI, CHINA
Entrant Company:LEO BURNETT SHANGHAI, CHINA
Sales Promotion/Advertising Agency:LEO BURNETT SHANGHAI, CHINA

The Brief

The target audience is drawn from both existing customers and new customers. In Chinese urban culture it is common to see humidifiers placed on workers’ desks, as part of a normal office landscape. They emit moisture into typically dry air and help to keep womens’ skin from drying out in over-heated office environments. McDonald’s wanted to increase the awareness of McCafe coffee, specifically amongst white-collar office workers.

Describe how the promotion developed from concept to implementation

We put McCafe takeaway cups on their desks – literally. The McCafe humidifiers are a guaranteed fixture on office workers desks, during winter months as they combat dry air. They emit steam, which actually looks like an inviting cup of hot coffee from McCafe.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign was launched on 1 August 2010, and still in processing, there is no detail figures come out so far.

Explain why the method of promotion was most relevant to the product or service

In Chinese urban culture it is common to see humidifiers placed on workers’ desks, as part of a normal office landscape. They emit moisture into typically dry air and help to keep womens’ skin from drying out in over-heated office environments. McDonald’s wanted to increase the awareness of McCafe coffee, specifically amongst white-collar office workers. We put McCafe takeaway cups on their desks – literally. The McCafe humidifiers are a guaranteed fixture on office workers desks, during winter months as they combat dry air. They emit steam, which actually looks like an inviting cup of hot coffee from McCafe.

Credits

Name Position
Amanda Yang Executive Creative Director, Copywriter
Gordon Hughes Executive Creative Director
Fish Feng Creative Director, Art Director
Bo Xu Art Director, Designer
Connie Lin Copywriter
William Producer
Martin Liu Print Production
James Zhang Print Production
Lou Field Client Service