1. From culture to product ( McDonalds’ Ramadhan Campaign )
Commercial address: http://www.bestadsontv.com/ad/35372/McDonalds-Wrapper
This McDonald’s wrapped integrated marketing campaign won the Gold Clio Awards in 2011.This is what they did in Indonesia, 2011, when they actually won a prize for they amazing campaign.
This campaign was really popular and successful at that time. The commercial was in a period of the month of Ramadhan, during which Muslim will all have to fast. From this cultural stand point, every restaurant has to cover their windows from dusk to dawn to avoid alluring people to break traditions. McDonalds was in a very embarrassing situation then, which they needed to promote their ramadhan offers and not bring too much trouble for the company in terms of violating cultural rules at the same time.
What they did:
They came up with an excellent idea to wrap everything up, not just their windows, and to use it to create a brand new advertising campaign.
“So we covered our campaign.” That’s what they concluded.
They put everything wrapped in paper including their logo, instead of showing people the actual image of the meat, veggie and bread. They released a new version of every commercial with wrapping on them. Two separate translate designs was created so Muslims who are about to break fast was not tempted. And they also changed the display of the product in their stores during the fasting hours.
Why they won:
1. Showing understanding and respect to the culture.
McDonalds does not gain its global success for nothing. This advertising campaign respected the fasting culture of Muslims by wrapping food and its logo in paper. It promoted its ramadhan offers in a way that is not too hard, which would not make itself a too alluring product to the Muslims. All these together showed the image of McDonalds as a really caring, considerate and clever brand. That is really a great PR promotion indeed.
2. The ability to think out of the box.
The creativity of this integrated marketing campaign is amazing. While every competitor covered their store’s windows, they covered their products and logo and still selling it.
3. Conveying the message in a mild and acceptable way.
People know about the food in McDonalds’, and they love it, but they just cannot eat during the fasting. The company kept running their interesting commercials and changed the display design in store to accompany Muslims through this period. And they came up with the translite functions as a signal that it is time to break fast to those waiting in the restaurant to breakfast. But not attempting.
Besides the audio ad we discussed above, another example of creativity comes from a magazine commercial. Though there are many methods of demonstrating products today, commercials on magazine may be traditional, but not out of fashion anyway
2. Haagen-Dazs’s Five
Commercial’s address: http://www.magazine.org/ADVERTISING/KELLY_AWARDS/2010-haagen-dazs-inspiration-video.aspx
Kelly Awards are a Supreme Honor of magazine advertisements, which is bestow every year by the Association of Magazine Media. In the year 2010, the Kelly Awards Grand Prize winner is Haagen- Dazs Five campaign, made by agency Goodby, Silverstein & Partners’s.
What they did?
In this campaign, Haagen- Dazs use 5 pictures to show on a half page in magazine. These 5 pictures include five healthy origin ingredients of Haagen Dazs ice-cream, there are egg, milk, sugar, cream and mint. All the ingredients are showed with a blank background.
Why they won?
These pictures give us a strong sense of healthy and pure. As we know, people become more and more care about healthy and quality of food, and most of people are thinking that ice-cream will make them fat and unhealthy, which is the main point that Haagen- Dazs wants to clarification. We know that the customers of Haagen- Dazs are at all ages, from child to olds, and most of them care about their healthy and body. So Haagen- Dazs wants to tell customers that all the ingredients they use are healthy and nourishing such as egg and milk, which provide daily protein for people, without any food additives. And also Haagen- Dazs has been known as low-fat ice-cream. This campaign perfectly aimed at these points which customers really concentrate about and very helpful for the sales. And all of these concepts are expressed by its visual impact, instead of any words. When seeing this commercial in the Magazines, customers can easily get the impression that this product, is as natural as all its ingredients, as pure as the white background posters it be demonstrated on.
Moreover, it is a good marketing strategy. This campaign uses the simplest pictures to show the information that makes customers be clear at a glance, which is creative and effective, especially for printed commercials.. They use the pure color to makes customers feel that Haagen- Dazs is a luxurious, and natural product.
Besides, Haagen- Dazs also launch an inspiration video, which shows a little girl throws all other things for only leave five things on the table, which are the ingredients of Haagen Dazs. It makes people think the product attracts children’s attention much.