Think about temperatures of 33 -34 degrees at night, air conditioning that is not working, fans that are ineffective, water which becomes warm in your cup without even having the chance to drink it, the sun beating through the window directly in your forehead. These are just some of the features of a summer day (not in Belgium, of course). How appreciated turns out to be an unconventional solution that chases away the suffocating heat? Let’s find out together.
Here we have the example of a McDonald's that wanted to promote its new summer offer (a refreshing drink for only 1 Canadian $ (because the action takes place in Alberta, Canada). The company collaborated with an agency that came up with an inspiring idea about what how this thing should be done. In the end, the execution is an unconventional ice sculpture containing the two famous arches of the McDonald's brand.
But at a closer look, you notice that the agency Cossette,
from Vancouver, had in mind not just the McDonald's arches, because the symbol
itself was built from no more, no less than $ 1 Canadian coins, which are just
perfect to buy, guess what, drinks at "Dollar
Drink Days" hosted by McDonald's.
The 4,000 kg of ice distributed in cubes created a sculpture
of over 2 meters, which was placed strategically in the Alberta city, on the shore
of the Sylvian lake. The advertiser thought of everything because the lake is
frequently visited by young adults and families. In that way, in a hot summer
Sunday, consumers could enjoy carving, dressing, kicking and shattering the ice
standing between them and the coins that could buy a drink.
In addition, the advertisers from McDonald’s organized various
activities in order to entertain the people: a beach party with a DJ,
promotional teams, hula hoop circle games, dance contests and gifts that were
given to consumers, although you’ll see in the video above that they had pretty
good fun only "working" for the reward inside the ice.
Andra Androniciuc
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