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Meaningful sponsorship

RAN IN: Russia




Audience: McDonald’s has decided that the FIFA World CupTM is a great way to bring children with disabilities to the attention of a wide adult audience. But McDonald’s shouldn’t have just talked about it, but show by the 2018 FIFA World Cup RussiaTM example that any place can be made barrier-free. Therefore, McDonald’s also had to involve parents with disabled children and give their children a way to enjoy unique experience.The Company also hoped that it could draw journalists’ attention to children’s problems by its example and thus receive additional PR coverage.

Objectives: 1. Sponsorship traditionally raises brand awareness, but McDonald’s wanted to raise its barrier-free “Player escort” awareness from 15% (June 2017) to 60%.2. People were to believe it was possible. Positive attitude to McDonald’s “Player Escort” program was to grow from 76% (March 2018) to 85%.3. Trust in McDonald’s “Player Escort” program was planned to improve from 65% (March 2018) to 75%.4. This was supposed to influence general brand propensity to change intention to visit McDonald’s more often from 21% (March 2018) to 25%.Data source: Kantar TNS / McDonald's Advertising Tracking 2018

Type: B2C

Language: English, Russian