McDonald's Promo, Case study NATIONAL DEBATE by OMD Singapore

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NATIONAL DEBATE

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Industry Fast food
Media Promo & PR, Case study
Market Singapore
Agency OMD Singapore
Released April 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: McDONALD'S
Product/Service: QUARTER POUNDER WITH CHEESE
Date of First Appearance: Apr 29 2010
Entrant Company: OMD SINGAPORE, SINGAPORE
Business Director: Anita Yeong (OMD Singapore)
Media Manager: Summer Choo (OMD Singapore)
Buying Supervisor: Brenda Teo (OMD Singapore)
Media Planner: Minghan Lee (OMD Singapore)
Media placement: TV Campaign - 1 Spot - Terrestrial TV - 29 April 2010
Media placement: Print - 2 Spots - National Papers - 29 April 2010
Media placement: Outdoor - 2 Spots - Outdoor Posters - 5 May 2010
Media placement: Digital - Facebook - 3 May 2010
Media placement: Radio - National Radio - 5 May 2010

Insights, Strategy & the Idea
Business Objective:
McDonald's needed to build its beef equity with competitors offering various options of beef burgers.

Communication Objective:
To showcase the ‘bigness’ of QPC and put it on top of mind of our consumers when they are deciding on beef burgers.

Marketing Goals:
a) Achieve +30% in beef UTC.
b) Increase sales by 10% over same period in 2009
c) Gain 8,000 fans and garner 3,000 votes on Facebook

Our audience are:
Loyal/occasional beef burger consumers looking for a quality beef burger to satisfy their beef cravings.
They are:
Young working adults, 24–35 years old
Youth, 18–23 years old

Insight:
Given the digital connectivity in Singapore, we pick up on local news phenomenon quickly and it can spread to become a national talking point overnight

Creative Execution
Create a nationwide debate on Facebook that is able to leverage on traditional medium’s mass reach to generate higher talkability - The “Beef Rules” or “Cheese Rocks” National Debate

OOH:
Worked with vendors to create a program that would enable Live streaming of our “Beef Rules” or “Cheese Rocks” voting numbers from Facebook onto 12-sheets. Voting results were updated Live onto our outdoor posters across Singapore's main shopping area and business district.

TV:
Showcased common folks bantering over whether QPC is Beefy or Cheesy. End tag directed viewers to Facebook to vote.

Press:
Ads on facing pages with different copy asking if the QPC is "Beefy" or "Cheesy" and driving readers to vote.

Radio:
Engaged popular Deejays to banter over QPC "Beefiness" and "Cheesiness" on air and directing listeners to vote.

Digital:
Again, ad copy with two visuals to showcase QPC's "Beefy" and "Cheesy" tagline and driving consumers to vote.

Results and Effectiveness
This campaign not only achieved our goals set, it has integrated new and traditional media, bringing outdoor media to a new level of engagement and innovation

Sales Goals
- Overall 49% increase in total Beef UTCs.
- Gained 12.9% growth in sales compared to same period in 2009.

Activation Goals
- Gained 32,700 fans in QPC Fan Page on Facebook, 4 times higher than projection.
- Over 9,000 votes were cast in 3 weeks with 65% of fans voting for BEEFY.
- 99% of comments said great things about QPC.
- Brought Facebook onto the streets! Literally in your face.