Home Knowledge Case Studies Manhattan Communication – Winners Case Study # 3

Manhattan Communication – Winners Case Study # 3

Season’s Special – Special Category

user Posted By PAS
time February 6 2019
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Brand name McDonald’s Pakistan
Campaign Title #SaluteAllMothers
Company McDonald’s Pakistan
Agency Manhattan Communications (Pvt) Ltd
Idea Origination Pakistan
Campaign Duration 10th May 2017 – 18th May 2017

The Objectives

Mother’s Day is the most cluttered space as every company from Fast Foods, FMCGs and high-ticket brands try to capitalize it. Mothers and Millennials both being the key target groups for McDonald’s, the objective was to stand out with a message that resonates well across the board among all age groups and translates the brand’s voice.

Target Audience

  • Core TA: Mothers, Teenagers and Young adults. Age: 18 – 40 Years
  • Psychographics: Internet Savvy, Social Media Avid Users, Fast Food Lovers

The Big Idea

  • The idea was to pay tribute to Mothers of special children who fight against all social pressures to bring up their kids as ordinary kids.
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How was the Idea brought to Life?

The idea was to pay a special tribute to these brave, resolute mums with an inspiring story of a Mother of McDonald’s employee with special needs.

The story is set in a McDonald’s restaurant on the event of McDonald’s Employee of the Year celebration. At the event, a very regular looking, winner of the award, is narrating his success story and pays homage to his brave mother with a twist at the end!

The video was promoted on Facebook with $2000 which garnered sky rocketing 5.2 Million Video Views, 62,000 Shares, 3.6K Comments and 136K Likes in 10 days only.

Mother’s Day video was also promoted on YouTube with $500 and received 57,000+ views.

Campaign also received appreciation from all over Pakistan and across the borders as it was featured as Best Mother’s Day video by Popular Local and International content websites and publishers.

While it was created for Mother’s Day at the same

Communication Touch Points

  • Interactive/ Digital/ Mobile

Total Media Expenditure

  • Less than USD 10,000
Pas : Pakistan Advertisers Society