TBWA\ goes to the car wash with McDrive
Following on from the new brand claim for McDonald's Switzerland launched in May, "Small moments make a big difference," the brand is now launching a new nationwide brand poster campaign.
The creative ties in with the end of the May film, where you see a girl's drawing for her dad, in which she unceremoniously names his car her favorite restaurant. Because thanks to McDrive, every car becomes a favorite restaurant. And at any place or at any moment when the guests would most like to enjoy burgers, fries and the like.
The new campaign presents these "favorite restaurants" with three subjects and in an unusual way. Not only are the concrete benefits of McDrive brought to the point, but small stories are also told that are based on guest habits and insights. These range from a lunch break at a construction site, to a romantic dinner, to a family trip with the little ones through the car wash. The campaign is supported nationally on OOH and with 2 megaposters:
The first with the subject "car wash" is shown at the Hardbrücke in Zurich and thus hangs next to the largest car wash in the city - the second, at the main station in Lausanne.
"My little daughter actually loves driving through the car wash, and if she can munch on some Chicken McNuggets while she's at it, it's a small moment that makes all the difference in the day for her. And anyone who has children knows: "Small moments make a big difference," says Manuel Wenzel from TBWA\.
