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It was during the period between 18 and 19 May that the blue-green flash appeared in the Portuguese sky. The astronomical phenomenon was depicted, photographed and reported in many parts of the world, and social media was flooded with images of the meteor passing by. This historic event became the springboard for another unique moment: it set the tone for the country to become the launching pad for McDonald’s new burger: with its first order, Portugal was a pioneer in trying the brand’s new sandwich, the Big Arch, with a Advertising campaign starring Mila Refachois the author of one of the most viewed meteor pass videos, starring in the title role.
Sérgio Leal, Marketing Director of McDonald’s Portugal, explains how the idea for the Big Arch “An Epic Mac” was born and tells about the progress of the country selection where the brand’s new sandwich will debut.
How did this happen? How did a meteor passing through Portugal lead to a new burger?
This meteor passing over our country’s sky triggered the concept for the launch of McDonald’s new star “Big Arch” in Portugal. This was the first time that a brand product was launched in Portugal, making the arrival of the Big Arch a historic moment that needed to be celebrated in a memorable and special way. Together with our creative agency TBWA/BBDO, we searched for a concept that would elevate the launch of the Big Arch. We wanted to develop a campaign with a concept that was relevant to Portuguese culture and make this moment unforgettable for Portugal. Two months ago, we experienced an event in Portugal that was exactly in line with our vision: a meteor passing through our sky. It was an extraordinary and historic event, known all over the world.
How does the creative process from idea to campaign happen? How do you find the authors of the most viewed videos on social media?
The passage of a shooting star represents all the qualities we look for when launching a product: it originates in Portugal, it is eye-catching and special, and it has a huge impact around the world. In addition to the media impact of this national phenomenon, one of the biggest questions that arose after it happened was: “What is it? Where did it land?” After defining the creative concept of the campaign, the narrative became clear: “We know what it is and where it landed.” And who better to find out the whereabouts of McDonald’s new big star than Mila Refacho and her friends, the author of the most viewed video in the United States and around the world. Mila Refacho is one of the people who made this national phenomenon famous, so it made perfect sense for us to base the plot of the campaign on this story that had a real impact.
How was the feedback on the event?
This couldn’t be more positive. People are increasingly looking for authenticity, innovation and identity in campaigns created by brands. Based on the feedback we’ve received, we think we’re achieving this. Consumers value campaigns that generate real emotions, tell relevant stories and reflect current values and events. Inspired by a real and memorable phenomenon, our campaign succeeded in capturing people’s attention and creating a real connection with the public.
Is the immediacy factor, the need to react quickly to current events, decisive for the visibility of an event?
Absolutely. The ability to react quickly to current events and creatively and authentically incorporate those elements into brand communications is essential to capturing audience attention and making a significant impact. Our campaign capitalized on a well-known national moment and transformed it into a compelling narrative, which was critical to its visibility and success.
How do you react to negative moves when haste leads to mistakes?
At McDonald’s, we seek on one hand to respond to consumer expectations and anticipate the impact of our campaigns, but on the other hand, we want to continue to surprise and stay relevant, exploring innovative ways to create happy memories with consumers who are fans of the brand. We believe that inspired by real situations that generate people’s identification, we are able to take more risks and create meaningful campaigns that strengthen our relationship with consumers and leave a lasting brand. Choosing bolder campaigns naturally increases the possibility of mistakes, but we believe that transparency and quick response are essential. In the digital age we live in, where information spreads quickly around the world, the ability of a brand to reflect an honest and agile approach can avoid turning small challenges into bigger problems. At McDonald’s, it is with this commitment that we maintain an open and sincere communication with consumers, which helps us strengthen their trust in us.
Portugal debuted the big arch, but in which other countries will it appear on menus?
At the moment we can only confirm the launch in Portugal, but the expectation is that the product will also integrate the brand’s portfolio in other countries, so it will be crucial to see how our consumers stick with this new brand’s products.
How are sales here?
The Big Arch has been a success with fans of the brand, and feedback on the product has been overwhelmingly positive. These results are essentially the result of the new burger recipe, which highlights the brand’s favorite flavors. The brand’s new star combines carefully selected ingredients with McDonald’s’ unmistakable flavors to bring a new and unique combination to the brand that surprises our consumers. The Big Arch also meets consumer demand for a more satisfying burger that is familiar and iconic—a true Epic Mac.
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