Objective Campaign :
A brand new Burger King branch opened in the city centre of Brussels. McDonald’s Belgium did not want to miss the opportunity to put their own restaurants and unique table service in the spotlight. Indeed, McDonald's has decided to place its huge banner right next to the Burger King restaurant. This was a direct attack to its rival, highlighting that McDonald’s offers now a table service in their restaurants. A plus, compared to Burger King
Media Characteristics :
A gigantic Urban Media banner right next to the Burger King restaurant popped up on the boulevard Anspach with the smart message: “Served by a king, or served as a king? Discover our table service at McDonald’s.” The iconic McDonald’s logo was transformed into a golden crown for the occasion. At the bottom of the banner: the directions to the two nearest McDonald’s restaurants just a few minutes' walk away.
Reason best Practice :
The location choice was a plus but McDonald’s went further: indeed, it mocked its opponent and directly invited Burger King’s potential customers to its own fast food. Mixing perfect location and large advertising with an invading quote. The message was quickly picked up on social media and got a high visibility in the press.