Urban, young millennials are always looking for the next thing or next location to start a new trend with it. Whatever becomes “in” for the mainstream, late millennials and gen Z have already moved on from it. McCafé wasn’t where the younger generations would go to for their coffee, but they would hang out for a meal at McDonald’s. We needed to convert the “coolness” of McDonald’s to include McCafé as well.
The idea was to create Local McCafé Stories through the eyes of a photographer capturing different people in urban Limassol. The 360 campaign created buzz, had over 12 million impressions online as well as starting conversations on the new McCafé Cyprus Instagram page, quadrupling the followers of the page during the campaign period. Other media channels included TV, radio, cinema, and influencer marketing.