COMvergence’s Post

Smells like McDonalds. This is the world's first scent-only billboard by McDonalds. I mean, who would have ever imagined this? This is crazy! Can you name an Indian brand that could use smell on a billboard to get people's attention? I can think of Maggie & Pears Glycerin soap. Great work team McDonald's Nederland & TBWA\NEBOKO. #advertising #marketing #creative #creativity

McDo+ Home Delivery Service | McDonald's France • McDonald's & TBWA\Paris Agency When you can't go to McDonald's, McDonald's comes to you. Introducing the McDo+ Home Delivery Service by McDonald's France, in collaboration with TBWA\Paris Agency. McDonald's France and TBWA\Paris have teamed up to celebrate the launch of the New McDo+ Home Delivery Service. We all know that irresistible urge for a McDonald's, and there's nothing more frustrating than not being able to satisfy it when the craving hits. This insight comes to life in a new McDonald's film crafted with TBWA\Paris. "I want a McDo but I'm stuck here..." Directed by Bjorn Ruhmann, the film aligns perfectly with the brand's messaging, seamlessly blending insight and entertainment to promote home delivery through the M+ app. By leveraging catchy music and relatable scenarios, McDonald's and TBWA\Paris have effectively tapped into the universal craving for McDonald's and the frustration of not being able to satisfy it. The use of humor and a playful tone adds to the memorability of the ad, ensuring that viewers not only remember the message but also associate it with positive emotions. Through this campaign, McDonald's aims to not only promote its new delivery service but also strengthen its brand connection with customers, reinforcing its position as a go-to choice for fast and convenient dining experiences. #mcdonalds #deliveryservice #marketingcampaign #tbwaparis #advertisinganalysis #mcdo #storytelling #brandstrategy #digitalmarketing #marketinginspiration #connections #community #letsconnect  #valuesinadvertising #mcdonaldsfrance #creativeadvertising #brandpromotion #fastfood #customerexperience #advertisinginsights #digitalmarketing

What're your thoughts on this campaign from McDonald's? McDonald’s, in collaboration with TBWA\NEBOKO, has cooked up something truly innovative in the Netherlands: scent-infused billboards! These aren't your ordinary billboards. Sporting the bold McDonald’s red and yellow, but no text - they bank on the power of aroma alone to tickle your senses and memories. Tucked away in these billboards are hidden compartments filled with McDonald’s iconic French fries. These are then gently heated, ensuring that anyone within a whiff's distance is craving the salty goodness of their fries. Strategically placed within a stone's throw (200 meters, to be exact) from a McDonald’s outlet, these billboards ensure that your sudden cravings don't go unsatisfied. This campaign raises an interesting point about the power of brand identity. The smell of McDonald’s is as iconic as its golden arches or catchy jingle, begging the question: "Can a scent be so powerful and distinctive that it becomes the advertisement itself?" I love the creative approach, but I'm still on the fence on how I feel about it overall. The smell of greasy fries feels off as a form of advertising, but maybe if I was there smelling it, I'd feel different. I'd love to see the market research behind this, along with the results. What's your take on using unconventional senses like smell in advertising? How many companies can you think of that can also pull this off? 

KFC : Hot Movies with hot wings A campaign created for KFC Ecuador, with the goal of matching iconic movie explosions with KFC hot wings. A graphic analogy between the shape, texture, and color of the wings and that of explosions. This professional campaign titled 'Hot Movies with hot wings' was published in Ecuador in September, 2023. It was created for the brand: KFC, by ad agency: Punto 99. Credits CEO: Javier Reyes GCD: Santiago Landaburu AD: Pablo Olmedo CW: Alex Ruales Agency: Punto 99 #Marketing #DigitalMarketing #AdCampaign #Advertising #Branding

The King of the After | Burger King & BBA Agencia - (Brand Building Ad) Burger King, in collaboration with BBA Ecuador, unveiled a groundbreaking campaign in May 2024 called "The King of the After." This professional campaign, aimed at promoting road safety and responsible driving, particularly targets the Food and Delivery Services industries. In Ecuador, traffic accidents due to alcohol consumption are a significant issue. To address this, Burger King Ecuador teamed up with the independent agency BBA to launch an innovative campaign designed to incentivize sober driving. The initiative, known as "The King of the After," offered special discounts to partygoers who visited AutoKing after an event, provided they were completely sober. To qualify for the discount, drivers needed to pass a breathalyzer test. If they tested negative for alcohol, they could access the promotion. This clever strategy not only rewarded responsible driving but also aimed to reduce traffic accidents and promote a culture of road safety throughout Ecuador. The campaign was accompanied by a powerful promotional video. The video was meticulously crafted to emphasize the importance of responsible driving, featuring stunning cinematography and emotive imagery. The aim was to resonate deeply with the audience and inspire viewers to make safer choices after a night out. "The King of the After" campaign is a stellar example of how brands can use creative marketing to tackle serious issues. By incentivizing responsible driving and producing a memorable promotional video, the campaign not only promoted road safety but also enhanced Burger King's brand image in Ecuador. The use of breathalyzer tests added a layer of authenticity and accountability to the initiative, ensuring that the message of safety was both clear and impactful. Creative General Director: Bryan Recalde Director of Photography (DOP) : Alex Jácome Loja Creative team: Raúl Estrella Creative team: Abel Ramirez Creative team: Paula Rivadeneira Creative team: Carlos David Rivas Production: Alex Jácome Loja, Raúl Estrella Editing: Alex Jácome, Alejandra Jarrín Account Executive: Andrea Romina Zambrano Actor: Sebastian Estrella Actress: Camila Cobo Actor: David Moreno Actress: Nicole Jácome Actress: Andrea Mora BK Marketing Director: María José Morales BK Marketing Coordinator: Luisa Luque Creative House: BBA Agencia - (Brand Building Ad) Independent Producer: Fabryca Productora #advertising #marketingtips #productcomparison #creativity #businessstrategy #branding #digitalmarketing #competitiveedge #marketinginsights #producthighlight #socialmediamarketing #branding #marketingagency #socialmediamarketingagency #socialmediamarketingpoland #krakowsocialmediamarketing #marketinginspiration #connections #community #letsconnect   #consumerattention #roadsafety #responsibledriving #socialresponsibility #campaignanalysis

THERE ARE STILL GREAT ADVERTS – THE WRAP PARTY So, I spent last week showing examples of great ads being made by great agencies by great creatives with/for great clients – despite the tedious lazy unimaginative narrative that this no longer happens. And the thing I made sure to concentrate on – importantly (as Mick Mahoney pointed out last week) – is to celebrate examples of REAL work on REAL briefs with REAL media spend for REAL client projects. Not the kind of lazy, irritating scam or spec stuff that seems to have infected the major awards shows in recent times. It is much harder to create and produce great creative work when it has to WORK. It is much harder to create and produce great creative work when it needs to be SOLD IN UP THE CHAIN. It is much harder to create and produce great creative work when it needs RIGOUR. It is much harder to create and produce great creative work when it is, well, REAL. Anyone can do something great when you’re writing your own made-up brief & making a bunch of pro bono scammy nonsense. And the examples I showed were also mostly for BIG clients like Diageo and Unilever – so it’s not just the small start-ups or nimble newbies who can get it done. And also, for BIG network agencies like McCann London, adam&eveDDB or Leo Burnett UK so it isn’t just little new independents who can do great things. Let’s never stop trying to make work better. And maybe stop with the lame excuses for why it doesn’t happen. It does. It can. And it is still a great time for the industry. Oh, you want one more example? One more brilliant film from 2023. Oh, you demanding lot. Here is the lovely Xmas spot from Mother for KFC. All killer, no filler. https://lnkd.in/egQfpPgY #creativity #adverts #television #production #nostalgiabias #agencyvoices #campaigns #marketing #clients #agencies

KFC – FCK! A Bold Move or a Brand Misstep? In 2018, KFC faced a crisis in the UK—a chicken shortage that forced the temporary closure of several stores. 🐔 Rather than shying away, KFC took a bold approach to address the frustration of their customers. Their response? A full-page ad with the headline: “FCK”. Yes, they rearranged the letters to express the shared frustration in a way that caught everyone’s attention. But was it the right move? Some applauded KFC for owning up to the crisis with humor and honesty. It was memorable, unexpected, and got people talking. Others, however, felt the use of the F-word was inappropriate for such a widely recognized brand. Regardless of where you stand, KFC’s "FCK" ad is a perfect example of how brands can take risks to stand out, especially in tough times. 💡 The lesson: Sometimes, a bold apology or unconventional approach can humanize a brand and connect with audiences on a deeper level. But be prepared for mixed reactions! Would you take this approach if your brand was in crisis? Let me know what you think in the comments! P.S. Don’t forget to share this post if you found the story interesting ♻️

I don’t have anything to say about this ad because I’ve never given birth nor am I a Burger King customer. A far cry from others who wanna have a whinge about it and are in the same shoes as me. My wife chose sushi, some choose Burger King. As they say, walk a mile in their shoes first. Though for us blokes, not really an option. So, stfu fellas if you have a ‘beef’ with this ad 😅 As an outsider, objectively it has a concept to remember, it got people talking, it’s clearly a new category entry point and it has the logo on it so I know it’s for Burger King. Great 👍 Now let it play out and see if it’s effective over time. #advertising #branding #marketing

I'm a little late to the game but bear with me... 🤔 I love a bold marketing stunt, and this one definitely stands out! Imagine a brand ad with no logo or product in sight—except for fragrance or smell. Some might argue that the use of red in the billboard is a form of priming, but that’s a debate for another day! Watching this marketing initiative from McDonald's, many things went through my mind, among them: 🍟 What is it about McDonald's fries that’s so deeply ingrained in our psyche? For me, it’s nostalgia—comfort and childhood. 🔍 Which other brands could pull off something similar?! Could a fragrance brand rely solely on scent for recognition the way McDonald's did with this campaign? It got me thinking about the power of sensory branding and how many brands are iconic enough to transcend their visual identity. #branding #marketing #davidaaker #StrongBrands #mcdonalds #adcampaign #experientialmarketing

Brilliant. This is a form of #brainmanagement. We’re no longer brand managers we’re brain managers and using multiple senses to evoke memory and desire is brilliant holographic marketing. From the comments you can see how this is very powerful. You can read a paper on this subject in my bio!