Title | HUMIDIFIER |
Brand | MCDONALD'S |
Product / Service | MCCAFE |
Category | A02. Best Use of Merchandising/In-store Marketing |
Entrant | LEO BURNETT SHANGHAI, CHINA |
Entrant Company: | LEO BURNETT SHANGHAI, CHINA |
Sales Promotion/Advertising Agency: | LEO BURNETT SHANGHAI, CHINA |
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 |
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.
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.
The campaign was launched on 1 August 2010, and still in processing, there is no detail figures come out so far.
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.