Kaufland connected with drivers to effectively boost brand engagement
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As the world's largest multinational fast-food restaurant chain, McDonald's mission is to be the customers' favorite place and way to eat and drink. Their worldwide operations are aligned around a global strategy called the Plan to Win, which centers on an exceptional customer experience – People, Products, Place, Price, and Promotion.
McDonald's, the biggest fast-food company globally, sought a marketing strategy that would effectively attract their desired target audience to promote their latest McSmart menu. The menu is also suitable for drivers as they can easily enjoy it on the go. Consequently, the marketing campaign was designed to target drivers through the in-car screen directly.
In order to accomplish this objective, McDonald's collaborated with 4screen and initiated a nationwide in-car marketing campaign that effectively reached drivers across Germany. By featuring the ad on the in-car search, McDonald's succeeded in reaching their intended audience and witnessed a significant boost in sales.
- Ariane Gramsch, Manager Marketing McDonald’s Deutschland