BAUER MEDIA & MCDONALD’S A TRIPPLE BRAND MEDIA CAMPAIGN MCDONALD’S FUN FOOTBALL

THE CHALLENGE THE INSIGHT THE IDEA In 2019, McDonald’s wanted an influential Hits Radio Network, Absolute Radio & A multi-brand campaign that targeted & trusted partner who could help raise Take a Break are trusted family- football interested parents further awareness for their amazing focused brands who are at the heart program that gives kids the opportunity to of family-life. This campaign involved two phases get into sport at a grass roots level and where Bauer had to bring Fun Football engage with local communities to take These brands formed the perfect to life across Hits Radio Network, advantage of the opportunity this gives combination of national & local Absolute Radio & Take a Break – in April to families. messaging for an audience who want “kick-off” the campaign and another from to keep their kids both occupied and May – September. Bauer were challenged to: active. The phases would consist of editorial that A. Increase awareness of overall places young players, their parents, McDonald’s new Fun Football programme, coaches and achievements at the front of the opportunities for parents & families to football-style reporting with a light-hearted get involved and welcoming approach.

B. Drive engagement & Action in the programme initiative

C. Increase traffic to the McDonald’s Football website THE EXECUTION ABSOLUTE HITS RADIO TAKE A BREAK RADIO NETWORK Take a Break delivered a summer preview followed by a schedule piece Kicked off with a sponsorship of the During both phases the Hits Radio Network’s that showcased the amazing work the Frank Skinner show, on air Saturday’s local stations, a total of 116, ran tailored program does and signposted readers to from 8am – perfect timing for reaching local audio pieces keeping the campaign the events taking place around the parents with kids looking for something fresh & relevant and most importantly country. to do. It was a great fit as Frank is a tailored to local relevance. huge football fan and the partnership fits perfectly into the editorial content of CLICK the station TO LISTEN

CLICK TO LISTEN RESULTS STAND OUT PERFORMANCES

7.7M 1.4M 24,600 REACH IN PHASE 1 & A FURTHER SOCIAL MEDIA IMPRESSIONS UNIQUE WEB PAGE IMPRESSIONS 16M PEOPLE IN PHASE 2 RESULTS

INCREASING AWARENESS & DRIVING ENGAGEMENT DRIVING ACTION

24% 18% 57% 45% WHO SAW THE CAMPAIGN OF THOSE EXPOSED TO THE BOOST IN BRANDS INCREASE FOR WANTED TO FIND OUT MORE CAMPAIGN TOOK ACTION SUPPORTING IT GRASSROOTS SCHEMES

75% THIS CAMPAIGN GOT PEOPLE TALKING OF SPONTANEOUS ATTRIBUTION OF WITH 1 IN 5 TELLING THEIR FAMILY BRANDS SUPPORTING GRASSROOTS ABOUT MCDONALD’S FUN FOOTBALL FOOTBALL WAS FOR MCDONALD’S