Target: LSM 4 - 8 | Coverage: National | Date: September 2012 - February 2013 | Media: Beach Media
McDonalds has always been looking at exciting ideas on how to promote their brand during busy seasons. They decided to take their branding to a new level of awareness by having branded umbrellas across popular coastal blue flag beaches.
A nationwide coastal campaign for McDonalds with more than 600 umbrellas scattered across beaches in coastal cities and tourist destinations across South Africa. This was the first time that McDonalds has made use of beach media as a brand activation and it was a tremendous success.
Tractor worked closely with the City of Cape Town in its initiative to provide additional employment opportunities as the City identified unemployed previously disadvantage individuals who were given the opportunity of earning an income from the rental of beach umbrellas.
We were also able to provide much needed shade to the Atlantic Seaboard Lifeguards through the donation of umbrellas and various gazebos.