WA was selected as a test market for Macca’s Real Coffee Shake – a new product which combined Macca’s Classic Shake with its McCafe’s coffee credentials. We needed to ensure a strong presence and drive consumer propensity to trial in order to make the test market a success – however, no TV advertising could be considered as part of the media mix. TV was only to be considered for a national roll-out.
OMD developed a creative media campaign integrating Radio and Out of Home. Radio programming communicated the key product proposition (Wake & Shake; Pick Me Up; Thick Me Up) while we built frequency and recall through Out of Home focused on tactical transit opportunities (bus and train).
- The WA test campaign was a success and the product was rolled out nationally.
- Macca’s Real Coffee Shake has been integrated into the McCafe portfolio.