Staff Reporters
Sep 23, 2011

CASE STUDY: McCafe tells personality by choice of drink

McCafe rolled out a campaign, 'McCafe free iced drinks promo’, to drive awareness and action in Manila, The Philippines.

McCafe used SMS to reach out to audiences
McCafe used SMS to reach out to audiences

Background
The fast food market in Philippines is divided between local fastfood joint Jollibee and American giant McDonald's. To drive awareness and McDonalds restaurant walk-ins, mobile advertising network Out There Media and McDonalds teamed up to promote McCafe's iced coffee - a popular drink in tropical Manila.

Aim
To drive awareness and redemptions of McCafe’s iced drinks around downtown Manila.

Execution
The campaign was done via SMS. Target consumers, aged 15 to 35 years old, were encouraged to discover their McCafe personalities. They were, in return, rewarded with a free McCafe iced drink.

Via SMS, consumers were asked to choose their favourite drink. Once they responded, they were rewarded with an SMS coupon that allowed them to redeem a free McCafe iced drink.

Results
Some 18 per cent of the target audience responded with their preferred drink, with the breakdown of 42 per cent for mocha, 40 per cent for latte and 18 per cent for iced coffee. A further 89 per cent requested for branches at which to enjoy redemptions.

Source:
Campaign Asia

Related Articles

Just Published

6 hours ago

Creative Minds: 'Go smash it like an avocado' is ...

She once dreamed of covering war zones, not crafting ad campaigns. But a surprising turn of events led this TBWA Australia creative director to a career where "smashing it like an avocado" became her unexpected motto.

9 hours ago

Price-gouging in Aussie supermarkets: Where does ...

As supermarket price wars heat up, Woolworths and Coles are losing ground to Aldi, according to data from YouGov.

10 hours ago

Gen AI will have a profound impact on agency ...

With clients increasingly handling business-as-usual tasks in-house, agency profitability is at risk unless agencies redefine the value of their creative services, says brand and marketing consultant Andreas Moellmann.

10 hours ago

Call for submissions: Do you want to be featured in ...

Campaign's weekly, fun-filled interview series with APAC creatives is now open for entries. No deadlines, just pure creativity. Get the details here.