McDonald's: Make Your Choice

McDonald's, a restaurant brand, encouraged Indian youths to vote in the upcoming elections by serving non-voters different orders in a filmed social experiment.

The communication goal

How can an inclusive brand like McDonald's appeal to Indian youth who take their vote for granted rather than granting their vote for country's future?

The situation analysis

66.4 % of total eligible population turned up to vote in General Elections 2014 i.e. 280 Million people didn't. In fact,the urban voter turnout was 62 % in 2014. How can an inclusive brand like McDonald's appeal to Indian youth who take their vote for granted rather than granting their vote for country's future? Making sure that this conversation get McDonald's an increase of 5% guest counts in the...

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