Hello everybody,
I bet I was not the only one that noticed McDonald's latest marketing campaign, given the fact that it is literally everywhere around the city, from buses to subway or street mupis.
I think it is an absolute brilliant campaign, playing on McDonald's strongest point: they are the most recognisable brand in the world. According to Business Insider, the McDonald's arches are recognised by more people worldwide than the Christian cross (88% of people recognise the arches, while only 54% recognise the latter).
It could have been a risk, taken the fact that this marketing campaign is so simple and without any written text. But they managed to create such a strong campaign around their brand over the years that this ad was just the next logical step. Instead of using pictures with the actual products, we get clean, simple drawings of these products. Still, there is a tiny logo, but it's still very subtle — a very small arch next to the ilustrations. The ads feature McDonald's Big 6 menu items — Big Mac, cheeseburger, fries, sundae, Chicken Nuggets and Filet-o-Fish.
I really consider this campaign a very interesting one. What are your opinions?
Have a great week!
Raluca
P.S.: The last image was made with my phone on the street :)
Great you brought up this ubiquous campaign, Raluca. Indeed, this is a perfect example of what R. Sassatelli calls the "colonization" of the ever more sophisticated reading competencies of the general public. Recurring to a comics style, the corporation strategy is to reduce the image to the least common denominator (alluding to its more famous products, as you mention, and also to the brand's colors), while taking over a huge percentage of the advertising space in Lisbon for a brief period of time. Who is still fooled by this, I wonder...
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