McCafé and TBWA\Zurich start the summer ice cold
The new Iced Caffè Latte is the perfect way to cool off this summer—and McDonald’s and TBWA\Zurich are launching a new campaign to make it appealing to their target audiences. The campaign includes a «cool» promotion at Zurich’s Stadelhofen Station.
The TBWA\Zurich campaign highlights the new Iced Caffè Latte as a starting point for summer adventures. Whether it's from the restaurant to the pool, to mom or just anywhere. The mostly animated subjects use DOOH to pick up the content of the predominantly young target group exactly where their summer takes place. The campaign is also played out online and via social ads.
A large ice cube at Zurich's Stadelhofen train station not only generated additional attention for the new coffee at the time of launch, but also activated passersby with a challenge: Anyone who managed to scan the QR code on the ice cube before it melted away could grab an Iced Caffè Latte for CHF 2 via the McDonald's app - and head straight off to the next fun thing.
Responsible at McDonald's: Jessica Dumoulin, Severine Caspard, Jean-Guillaume Bertola. Responsible at TBWA\Zurich: Manuel Wenzel, Reto Clement, Katharina Binder, Sarah Rüegger (Creation); Domenico Catena (TBWA\ViDo, Animation); Nadja Stickl, Julia Kerschbaumer, Jenta Stalder (Project Management). Responsible at OMD: Alexander Schmitt, Cristina Savastano.
