McDonald's Case study McDONALD'S BECOMES MACCA'S [video] by DDB Sydney

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McDONALD'S BECOMES MACCA'S [video]

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Industry Fast food
Media Case study
Market Australia
Agency DDB Sydney
Director Scott Pickett
Executive Creative Director Dylan Harrison
Creative Director Cameron Hoelter, Richard Morgan
Art Director Adam Ledbury
Copywriter Guy Lemberg
Designer Domenic Bartolo
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Product & Service; Retail (Incl. Restaurants) Bronze

Credits & Description

Type of entry: Product & Service
Category: Retail (Incl. Restaurants)
Advertiser: McDONALD'S AUSTRAILA
Product/Service: AUSSIE TASTES MENU
Agency: DDB Sydney, AUSTRALIA
Chief Marketing Officer: Mark Lollback (Mcdonald's)
Vice President Marketing: Madeleine Fitzpatrick (Mcdonald's)
Senior Brand Manager: Paul Pontello (Mcdonald's)
Media Relations Manager: Skye Oxenham (Mcdonald's)
Marketing Manager: Zipporah Allen (Mcdonald's)
Executive Creative Director: Dylan Harrison (DDB Sydney)
Creative Director: Cameron Hoelter (DDB Sydney)
Creative Director: Richard Morgan (DDB Sydney)
Art Director: Adam Ledbury (DDB Sydney)
Copywriter: Guy Lemberg (DDB Sydney)
Planner: David Chriswick (DDB Sydney)
Managing Partner: Richard Moorewood (DDB Sydney)
Senior Business Director: Sara Tomonari (DDB Sydney)
Business Manager: Sophie Collins (DDB Sydney)
Senior Business Manager: Melinda Parris (DDB Sydney)
Designer: Domenic Bartolo (DDB Sydney)
TV Producer: Amy Hansen (DDB Sydney)
Head Of Media Relations: Tina Alldis (Mango Sydney)
Account Executive: Chelsea Lamond (Mango Sydney)
Director: Scott Pickett (Jungleboys)
Describe the brief from the client
McDonald’s Australia was looking to use the Australia Day celebrations as an opportunity to drive sales and increase brand relevance among Australians.
Australia Day is a 3-day celebration when one of the most patriotic nations on earth becomes even more patriotic. This meant McDonald’s had a problem. As a company synonymous with America, they were the last place Australians would go on the most Aussie occasion of the year.
Promotion Development
Is it possible to make proud Aussies frequent an American brand on a weekend when they couldn’t care less? Well, in Australia, there’s no greater sign of acceptance than being given a nickname.
And McDonald’s, unlike anywhere else on earth, is affectionately known as 'Macca’s'. Our idea was to drive Australians in store by proving how Australian McDonald’s actually is by making our unique nickname official.
Results
By the end of the campaign, one of the world’s most iconic American brands had become one of Australia’s most loved brands, leading to a year on year sales increase of 6.7% for January, equivalent to an additional 300,000 Big Macs for the month.
The campaign also generated almost 300 stories across traditional media channels, mass conversation in social media and 11,156,849.848 PR impressions. Importantly, key messages were included in 100% of coverage, with 99.7% positive in tone.
The famous American brand had cemented their place in Australia's national day and increased sales on a weekend devoted to 'Aussie pride'.
Relevancy to Product/Service
In a world’s first in McDonald’s history, McDonald’s made their uniquely Australian nickname official and transformed McDonald’s stores into Macca’s stores, right down to changing the famous golden arches. After more than 40 years in the community McDonald's became 'Macca's'.
The change was rolled out across dozens of touch-points. From the smallest details of Macca’s crew changing their badges and adopting their Aussie nicknames, to the in-store placemat, to bespoke 'Macca's uniforms, and changing the golden arches above some of the most prominent stores in the land, 'Macca’s' became Australia's most talked about brand on the Australia Day weekend.