Aim: To study effects of the Mobile Billboard Campaign in a dedicated neighborhood and localized geography. McDonalds Outdoor promotion.
Lets recap to April, McDonald’s just opened 2 stores near Bandra Kurla Complex. The campaign was built around the lines to cover the entire neighborhood in the vicinity of the store. We wanted to make people aware of the presence of the store in their locality and channelize the people to point of sales that is the store. The focus was on visibility and to create the maximum number of impressions in a shorter time span. The campaign was customised such as to cater to need of creating impressions at specific junctions & high traffic areas at the specific time consisting of the prospective consumer base. The campaign had a perfect blend of STP.
A 40 sq. ft mouthwatering design of a burger in heavy traffic would certainly catch attention and would grab many eyeballs.
And price efficient oh yes A hoarding in that area will cost 10 times more than mobile billboards. This map provides the heat-zones of the mobile billboard in the locality near the store. The 5 highlighted points were chosen high traffic points from where the traffic converges towards the store this was very effective in covering people following the routes through the store. McDonalds outdoor promotion tracking :
The table below shows the time schedule of the vehicle at various points to capture maximum traffic and increase the number of impressions. McDonalds outdoor promotion planning :
A guess estimate of the number of expressions created in a month-long campaign by 5 mobile billboards concentrated in a 5km radius says 1.6 million. This justifies the cost per impression and returns on investment. The recall rate is a staggering 92%.
The numbers speak for themselves. Marketing is like a magic hat when you start to think its empty comes out another trick from the magic hat into the intrusive mind of marketers. Hence I rest my case.