ADVERTISING TO CHARITY, THE NUN WHO TURNED MCDONALD’S CAMPAIGN
As part of its advertising strategy in Italy, the multinational McDonald’s launched a strategy which consisted in inviting guests to attend its branches in pajamas, so, they win a voucher for 24 free breakfasts.
The campaign was a success, but not thanks to brand advertisers, but sister Marguerite, a nun (dressed in pajamas) who made a production of video in Calgary to invite people to participate in the promotion and donate their vouchers to the House of assistance Santa Luisa, which supports the underprivileged in the city of Turin.
The video had the support of a group of filmmakers who managed to give it dynamism and freshness to the image of sister Margarita, that enthusiastic attended the local where already expected it several tens of customers, willing to contribute to their cause.
The video wasn’t in viralizarse and customers managed to collect a total of 1008 breakfast to support the creative religious.