The Mail On Sunday case studies

McDonalds / McFly / Mail on Sunday

Challenge

The teen audience is one of McDonald's core demographics. They had not, however, attempted to specifically target this group with promotional activity. We were asked to devise and execute an appropriate celebrity endorsement to take the central role in a localised sponsorship campaign.

 

Insight

To us, the fact that music was the missing ingredient in the Happy Meal was obvious. Aside from the well recognised appeal of music to the target audience, we were aware that successful artists are always open to new ways of generating revenue, and that brands can be great promotional channels for music. 

Through our consideration of promotion and distribution, a further insight emerged: media owners are always looking for ways to differentiate and enhance their offer.

 

Solution

Our unique solution was to orchestrate a three-way partnership. We sourced the perfect endorsement – McFly’s appeal to the key demographic and reflection of McDonalds brand values made them a natural fit. We secured a  distribution deal with the Mail on Sunday to  give away copies of the album. This cross-promotional activity, whereby media owner, content owner and brand are all working together, proved to be an elegant and mutually beneficial solution.

 

Results

McFly's single charted at Number two, and 2.3 million copies of the album were distributed through the Mail on Sunday. 

There was an 8% increase in Happy Meal sales over the period of the promotion.

 

Prince / Mail on Sunday

Challenge

To substantially increase the circulation of The Mail on Sunday, drive brand loyalty and attract trial readers.

 

Insight

Global artists are no longer reliant on releasing their records through major labels. Newspaper groups provide a new distribution channel and deliver to a large and engaged audience.    

 

Solution

Prince put his new album out through The Mail on Sunday.

 

Results

The Music Event of 2007, and a first for a national newspaper, the brand new CD Planet Earth was not available anywhere else (online or at retail). 

A week long multi-platform campaign comprising exclusive interviews with Prince, features, pullouts and competitions in-paper as well an extensive 2 week long advertising campaign on TV, Radio and online.

Sales of the paper went up 38%, the second biggest newspaper sale in the paper's 25 year history.

 

McFly

McDonald's

We creatively conceived and secured a three way media and instore promotions partnership between the UK’s biggest boy band, McFly, MacDonalds and The Mail on Sunday.