The campaign Mexican musicwhich conquered Brazil in recent months by revealing how Brazilian entertainment celebrities kill their Fome de Méqui, has just won a version for broadcast in 16 Latin American countries: Argentina, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Peru, Puerto Rico, Dominican Republic, Uruguay and Venezuela.
The campaign of McDonald’s bring the title #MiMenuMcDonalds for Latin American countries and is the creation of GALERIA.ag, an independent Brazilian agency, which also develops the Méquizice series for Brazil. the colombian singer Sebastian Yatra is the first participant to reveal his favorite combination to delight himself with Méqui products. In total, the campaign includes TV movies, digital strategy, activation with Spotify discount coupons, relationship actions with the singer’s fan clubs and Out of Home (OOH) media pieces.
With eight nominations for the Latin Grammy, author of the song “Dos Oruguitas” that integrates the soundtrack of the animation Encanto – Oscar winner in 2022 -, and twice elected as “Best Latin Music Contributor” by Billboard magazine, Sebastian Yatra counts more than 27 million monthly listeners on Spotify and a string of chart hits worldwide. In addition, her hit “TACONES ROJOS” reached the top 35 of Spotify’s Global Chart and number one on radio lists in ten Latin American countries. His 2022 “Dharma” tour, performed in over 80 countries, was one of the great successes of his career.
João Branco, marketing vice president at Arcos Dorados Brazil comments:
“The Méquizice series extrapolated the literal meaning of what advertising is – the dissemination of an idea, a method of persuasion… – and turned into a conversation, with entertainment and relevant content, that connects brands, celebrities and consumers. With the version for 16 Latin American countries, we have expanded the boundaries of dialogue to show that regardless of the country and its people, whether the person is famous or not, everyone has a characteristic way of delighting in Méqui’s possible combinations. It is a campaign that, with its success and ability to bring the brand closer to the public, gradually gains scale to connect with more and more countries and people.”
According to Carlos Schleder, Executive Creative Director at GALERIA.ag, the agency was born almost a year ago with the creative line of developing advertisements that are inserted in popular culture. “The success of campaigns like Méquizice in Brazil and #MiMenuMcDonald’s in Latin America comes from the fact that they speak of a true and universal relationship between people and the brand. This is true here, in Argentina, in Colombia and elsewhere. And as Méqui is a democratic space that welcomes everyone in the same way, it also applies to those who are anonymous and to those who are famous like Yatra”, completes the creative.
Before revealing Sebastian Yatra’s favorite combination, the campaign had a teaser phase that lasted 15 days. During the period, three films were shown inviting the audience to guess which celebrity usually makes a very specific request when they go to McDonald’s.
Among the teasers, the singer himself also published some clues on his social networks, such as, for example, a show setlist that featured songs like “Doble Cuarto de Libra” and “Papas con Salsa Barbacoa”.
In the main film, the audience will discover Sebastian Yatra’s participation in the campaign. In the scenes, the announcer warns that everyone has a favorite order at McDonald’s and we follow a person walking with a tray through a restaurant in the chain. In the sequence, while the melody of one of the singer’s songs is played on the track, it is revealed that who is there is Sebastian Yatra and his #MiMenuMcDonalds is a Doble Cuarto de Libra, Papas con Salsa Barbacoa, drink, sundae and a McCafé with milk.
Check out the McDonald’s video with Sebastian Yatra:
To complete, as an unfolding of the campaign, the GALERIA.ag also prepared a video series in which Sebastian Yatra talks about his personal stories with McDonald’s; produced exclusive content for groups of fan clubs on different social networks; and on Spotify, the singer’s song names will be converted into discount coupon codes for orders on Méqui.
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