Follow The Arches|海报/平面|广告营销案例【ADGuider广告指南】

跟随拱门

案例简介：概要麦当劳是世界上最知名、最稳定的品牌之一。但是无论你去哪里，从大城市到小城镇，你都会发现指示你去最近的麦当劳的标志，这些标志出奇的不一致。我们的目标是统一这些标志的设计，在任何地方使用。战略多伦多超过 60% 的麦当劳顾客开车去餐馆，这使得在家成为主要的销售驱动力。此外，在餐馆附近购买的媒体显示，在通勤时间和传统用餐时间之外，转换次数有所增加。遵循拱门的目标是通勤者和其他已经是麦当劳品牌粉丝的司机。因为这个人群非常熟悉这个品牌及其产品，广告牌的功能可以作为行动的号召，引导顾客进入我们的餐馆。相关性这项活动以附近的消费者为目标，引导他们去最近的麦当劳餐厅，促使他们在购买前选择去某个地方。将观众转化为销售是直接回应的最终目标。结果麦当劳的 “跟随拱门” 系列广告牌在当地市场受到了媒体的关注，结合其他促销活动，有助于推动当地餐馆的流量和转换。赢得的媒体报道也增加了麦当劳的积极社交话题，有助于改善一个传统上不太受欢迎的社会情绪的品牌的整体形象。执行这场户外运动是在多伦多市的主要高速公路和通勤路线上发起的，麦当劳餐厅距离广告牌只有几百米，很容易到达。这需要仔细的媒体规划，以确保董事会面对向每个餐厅移动的交通，并且只需要一个简单的指令就可以到达每个位置。活动描述一个植根于品牌基础的最小的寻路系统: 标志。通过将金色拱门裁剪成定向路径，并将视觉效果降低到只有本质的程度，我们将被遗忘的媒体空间转变为一个简单、统一的设计系统，适用于世界各地的任何市场。结果是一系列寻路广告牌，既有帮助，又能立即识别，只使用品牌的颜色和标志的一小部分。

跟随拱门

案例简介：Synopsis McDonald’s is one of the most recognizable and consistent brands in the world. But everywhere you go, from major cities to small towns, you’ll find signs directing you to the nearest McDonald’s that are surprisingly inconsistent. Our objective was to unify the design of these signs to be used anywhere. Strategy Over 60% of McDonald’s customers in Toronto visit the restaurants by car, which makes out of home a key sales driver. Additionally, media purchased close to the restaurants has shown to increase conversions during commuting hours and outside traditional meal times. Follow the Arches targeted commuters and other drivers who were already fans of the McDonald’s brand. Because this demographic is well acquainted with the brand and its offerings, the functionality of the billboards served as a call to action, directing customers into our restaurants. Relevancy This campaign targets nearby consumers and directs them to the nearest McDonald’s restaurant, prompting them to choose to visit a location at the moment immediately before purchase. Converting viewers into sales is the ultimate goal of direct response. Outcome The McDonald’s ‘Follow the Arches’ series of billboards has received media attention in its local market, helping to drive traffic and conversions for the local restaurants in combination with other promotions. The earned media coverage has also increased positive social talk for McDonald’s, helping to improve the overall image of a brand with traditionally less desirable social sentiment. Execution The outdoor campaign was launched across the city of Toronto along major highways and commuter routes with McDonald’s restaurants easily accessible within only a few hundred metres of the billboards. This required careful media planning to ensure the boards faced the traffic moving toward each restaurant, and that only one simple instruction was required to reach each location. CampaignDescription A minimal wayfinding system rooted in the very foundation of the brand: the logo. By cropping the golden arches into a directional path and reducing the visuals to only what’s essential, we transformed a forgotten media space into a simple, unified design system adaptable to any market around the world. The result was a series of wayfinding billboards that are both helpful, and immediately recognizable using only the brand’s colours and a fraction of the logo.