Challenge
With COVID19, food delivery was playing a bigger part in people’s lives than ever before and with McDonald’s set to expand their delivery network in November, we needed a platform that would deliver a national reach with high frequency to push this expansion.
We needed to increase awareness levels of the delivery offering. We needed something big, that was appointment-to-view and that was bang on for our McDelivery target audience of 15-44’s.
How could we do this when Ireland was going through some of the strictest lockdowns in the world?
With the sponsorship delivering over 39m impacts, over 2,000 TVR’s and with the programme holding the No.1 slot in it’s timeslot 19 times for our target audience– McDelivery delivering I’m A Celebrity….Get Me Out of Here! was how we did it!
The Outcome
Research conducted in January 2021, post sponsorship, showed substantial increases in awareness levels across all key demos -18-24’s jumped by 32%, 25-34’s by 78% and 35-44’s by 79%. 4 in 5 of all adults were now aware of the service offering.
While we cannot attribute the growth in awareness levels solely to the sponsorship (due to other ATL activity that was taking place across TV, Radio and OOH) it certainly played its role in reaching the core 1544 audience, which we can see from the results of the sponsorship delivery.
From a McDelivery sales perspective, versus October 2020, before the sponsorship commenced, in December 2020, McDelivery as a % of sales increased by 144%.
