Impact and Significance of the Campaign

Question: Describe the Impact and Significance of the campaign? Answer: Introduction The process of campaigning and advertisement is the part of marketing procedure that majorly focuses on transferring the information related to product or services to the customers. It is effective in attracting customer and building their base. The report will be highlighting on the impact of campaign with special reference to McDonald. Impact of Advertising or Campaign The advertising or campaign holds huge capacity to influence the people towards any particular products or anything. Campaign plays important role in changing the mindset of the consumers and also provide knowledgeable information to the customers in large (Mercanti-Guerin, 2008). The marketer or promoter studies the consumer behavior and design the campaign or advertisement that can best suit the need of the people (Wells et al. 2007). The main aim of the campaign is to promote the product through delivery real information about the product and its benefits to the consumers. Detailed Description of Campaign The campaign that started by the McDonald Hunter Gatherer on a digital platform. It was created by Leo Burnett and James Rouse directed it. The ad has total length of 40 second on TV and in online format it is 60. The ad is all about a man that is watching football match in TV and is being disturbed by her wife to bring her infernal gherkin hunting. Further the ad shows that the husband go outside the home for finding gherkins late at night. Moreover, the husband runs all over the street so that he can find gherkins for her wife to fill her cravings. As a result, the husband was unlucky as due to late night many garages, shops or newsagents were closed and was helpless. It makes the husband irritated that he is not able to fulfill her wifes demand. Lastly, he found fast food restaurant that is McDonald from where he was able to buy the item for her wife (Digibuzzme.com, 2013). Analysis of the Campaign The effect of the campaign, Hunter Gatherer was very effective that aroused interest and build awareness among the people to get the product even in late night. The campaign helped in increasing the brand image of McDonald and was effective in building better sustainable environment (Thefwa.com, 2015). The effect of the campaign was so positive that it attracted more number of customers and people were able to order product 24 * 7 from the fast food restaurant. On the other hand, on the page of McDonald around one million impressions were added and users uploaded almost 28000 pictures (Campaignlive.co.uk, 2015). Socio-cultural The campaign helped in encouraging the society and also assisted in promoting the cultural factors. McDonald received great support from the socio-cultural which helped in fulfilling the needs of the customers (Shimp, 2008). The campaign by McDonald shows their true dedication towards the corporate and social responsibility. Commercial The campaign of McDonald impressed many people to buy the product any time and their demands will be fulfilled. The approach of McDonald increased the market value of the company that helped in increasing the sales and influenced people to go more to the fast food restaurnt. Audience The audiences were highly motivated by the move of the company and the people spread awareness.. The campaign was successful and reached to large number of audiences. The audiences started going to McDonald instead of other restaurant. The result was positive and the customer outside the restaurant was rincreased that satisfied the people and societies (Julier and Moor, 2009). Historical Kick the Trash was a historical move by the company and it completely succeeded that motivated other companies to adopt similar kind of digital campaigning so that they can also increase their brand value. The success of the campaign was so large that may not be forgotten for longer period of time. Reception of Campaign The campaign or advertisement by the company was catchy, creative, fun, to the point and intelligently carved. The campaign was very appealing and the message that the company, McDonald wanted to spread was effectively done and was well accepted by the all groups of people (Belch and Belch, 2014). On the other hand, by watching the Hunter Gatherer advert, the people increase the infiltration to McDonald restaurant than others. The idea that was developed for campaigning digitally was effectively dramatized. It was considered as one of the best campaign off all time. Conclusion The report shows that doing campaigning on a successful note requires great planning and better creativity and innovation so that people can be attracted. The campaign of the McDonald was successful and left large impression on the users. The campaign can help in increasing the sales and improving the productivity of the company. The Hunter Gatherer campaign made the people to aware that McDonald is available all the time for customers. References Belch, G. and Belch, M. (2014). Advertising and Promotion: An Integrated Marketing Communications Perspective. 10th ed. McGraw-Hill Education. Campaignlive.co.uk, (2015). McDonald's 10 best UK ads | Advertising news | Campaign. [online] Available at: https://www.campaignlive.co.uk/news/1307998/ [Accessed 9 Jan. 2015]. Digibuzzme.com, (2013). How McDonalds Fought Littering with A Digital Campaign - Digibuzzme.com. [online] Available at: https://www.digibuzzme.com/mcdonaldscampaign/ [Accessed 9 Jan. 2015]. Julier, G. and Moor, L. (2009). Design and Creativity: Policy, Management and Practice. Berg. Mercanti-Guerin, M. (2008). Consumers' Perception of the Creativity of Advertisements: Development of a Valid Measurement Scale. Recherche et Applications en Marketing (English Edition), 23(4), pp.97-118. Shimp, T. (2008). Advertising Promotion and Other Aspects of Integrated Marketing Communications. OH: Cengage Learning. Tagloom, (2015). McDonald's 'Kick The Trash' Digital Campaign. [online] Available at: https://tagloom.com/post/OufJKk5_1Tql [Accessed 9 Jan. 2015]. Thefwa.com, (2015). TheFWA - McDonald's Kick The Trash. [online] Available at: https://www.thefwa.com/shortlist/mcdonald-s-kick-the-trash [Accessed 9 Jan. 2015]. Wells, W., Burnett, J. and Moriarty, S. (2007). Advertising: Principles And Practice. 7th ed. Delhi: Pearson Education, pp.327-335.