McDonald's Digital, Case study BACK BY POPULAR DEMAND by OMD Sydney

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Industry Fast food
Media Digital, Interactive & Mobile, Case study
Market Australia
Agency OMD Sydney
Released June 2012


Spikes Asia 2012
Media Integrated Media Campaign Bronze

Credits & Description

Type of Entry Media: Integrated Campaign
Category Integrated Media Campaign
Advertiser/Client McDONALD'S AUSTRALIA
Product/Service McFEAST & SHAKER FRIES
Sarah Harrington-Birch Senior Account Manager
Francesca Thomas Communications Manager
Evadne Janeke Communincations Director
Melissa Mullins Client Services Director
Laura Nice Account Director
Leonie Emmett Tv Trading Manager
Mitch Byatt Outdoor/Radio/Cinema Trader
Natalie Modderno Tv Trader
Jeff Beazley Digital Manager
Results and Effectiveness:
We smashed our brand relevancy target of 8% with an outstanding 25% year on year growth! Whilst all factors remained consistent. Our non-loyal customers even paid attention with our sponsorships producing an additional 80% increase in brand relevancy for those customers The campaign left consumers feeling “nostalgic, brought back the memories from many years ago” with 75% of Australians aware that Macca’s were bringing back old favorites. And the memories drove people in store: McFeast became the most successful promotional product for Macca’s in 2011 with 240% greater sales than the closest product for that year. McLove was Back.
Creative Execution:
What better way to reminisce than a BIG party with all the right ingredients.. THE MUSIC Partnering with hit TV music show X-Factor, we invited Australians to vote online for their favourite party anthems AND created a media first.. An ENTIRE EPISODE devoted to Macca’s “Back by Popular Demand” Where X-Factor contestants performed the party anthems live and 1.5million Aussie viewers joined in to reminisce.. The party anthems then set the stage for our big bash with our promotional winners, who rocked the night away with X-Factor contestants and their favourite singers - former Spice Girl Mel B and boy band hero Ronan Keating. THE VENUE On the roof top of Australia’s leading FM radio station, 2DAYFM THE VIBE The outfits and hair from the past.. As demanded on-air and online by 2DAY FM listeners Whilst in-store: The favourite product - McFeast & Shaker Fries were back, by popular demand
Insights, Strategy and the Idea:
Cast your mind back 40 years.. That’s when McDonald’s first arrived in Australia. McDonald’s was new, exciting… Everybody loved it! And then times changed. People started to get busier and move faster. McDonald’s focus shifted to quality, service and value. But we lost a little something along the way, we lost the magic of McDonald’s. Deprived of this original McLove, McDonalds hasn’t shifted Brand Relevancy for years. Our goal was to shift this by 8% in 3 months. A huge task to achieve! As McDonalds approached its 40th Birthday we wanted to use this opportunity to un-lock the brand love of the past. The first step, deliver functional engagement: bring back the products demanded most by our fans, McFeast and Shaker Fries Second step, emotional engagement: we needed to reignite memories through an integrated campaign designed to drive active participation Our big idea… Your favourites… Back, by popular demand! 149/150