Campaign reinforces the consumer’s emotional relationship with the brand
Created and developed by GALERIA. ag, the new McDonald’s campaign has the concept “When the Mqui Takes You, It Takes a Mqui” and addresses everyday situations in which that desire for Mqui hits hard, and that desire to stop by the restaurant, order a McDelivery instantly arises in the app, or take a detour to go to Drive.
To the sound of a version of the hit Evidências, by Chitozinho & Xoror, the campaign films, which will be aired on open and closed TV, show people in different situations of their routines being caught by the urge to order a Mqui and showing in a restaurant, going through a Mqui Drive, or placing your orders at McDelivery. The productions are signed by Prdigo Filmes and Lucha Libre Audio.
“Listening to our consumers, we realized that there are times when Mqui is very popular and it’s irresistible not to want to order or stop by one of our restaurants. In this campaign we wanted to bring some of them, accompanied by the almost hymn Evidências, showing that Mqui’s love goes far. When a Mqui catches you, you have to catch a Mqui, it’s that simple”, explains Srgio Eleutrio, marketing director for McDonald’s Brazil.
“In the campaign, we wanted to explore this consumer truth: the natural reactions when someone smells McFries, when a McDelivery bag appears or when we come across the classic yellow M. A brand detail is enough to create a desire for Mqui . In the same way, the ‘anthem’ Evidências, also triggered in a subtle, instrumental way, to reinforce these triggers”, comments Rafael Urenha, partner and CCO of GALERIA. ag.
The campaign will feature bold and unusual actions, such as using the audio of the iconic ‘PARAPAPAP’ in the sound of subway cars, on radios and on Spotify, and digital and influence strategy, with developments with content creators from TikTok and Instagram , and an extensive outdoor media campaign.
