McDonald's Promo, Case study PLAY IN THE EVERYDAY by Ooh! Factor

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Industry Fast food
Media Promo & PR, Case study
Market Australia
Agency Ooh! Factor
Released September 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: McDONALD'S
Product/Service: McDONALD'S
Date of First Appearance: Sep 5 2010
Entrant Company: OMD, Sydney, AUSTRALIA
Client Services Director: Melissa Mullins (OMD FUSE)
National Account Director: Natalie Redford (OMD)
Communications Manager: Allison Sims (OMD FUSE)
National Account Manager: Sarah Harrington-Birch (OMD)
Communications Manager: Lucy Chappell (OMD FUSE)
Senior Campaign Manager: Michael Brunner (OOH!FACTOR)
Media placement: Digital - Adconian Network - 17 October 2010
Media placement: Digital Seeding - Lava Network - 10 October 2010
Media placement: TV 5" Vignettes - Nine - 17 October 2010
Media placement: TV - In-Program Content - X Factor - 5 September 2010
Media placement: TV - Brand TVC 60' - Various Networks - 5 September 2010
Media placement: TV - Brand TVC 30" - Various Networks - 17 October 2010

Insights, Strategy & the Idea
When it comes to cynicism over healthy fast food, McDonalds has been under the microscope for years. Consequently, consumer trust and love for the brand had dropped. People had forgotten what McDonalds was really about; fun, being playful and yummy food.
Our challenges;
Unlock nostalgic feelings towards the brand to remind Australians why they loved McDonald’s in the first place.
Re-establish McDonald’s in people’s everyday lives to rebuild trust for the brand

McDonalds is one of the few brands that epitomises the permissibility to play - every adult played at McDonalds when they were young! But we couldn’t just tell people to play, we needed them to feel it. Particularly our ‘city cynics’- young professionals who didn’t consider McDonalds anymore.
It was from this the media strategy was born - ‘Play in the Everyday’. Fun, “big kid” experiences unique to McDonalds that interrupted the mundane ‘city cynics’ routine.

Creative Execution
An ATL campaign was developed; at the heart of it was a giant kids’ playground in Sydney’s CBD. To extend this idea and get our “city cynics” interacting with our brand ‘Play in the everyday’ was rolled out in 4 high traffic locations.

Train station entrances were enlivened with ‘slippery dip’ slides, playground swings, boppers and Birdie, Grimace, Ronald and Hamburgler.

To create mass scale we captured on camera adults dropping their guard, and revealing their inner child. This footage was converted into 5” and long form video footage and pushed out through the following channels:

-During colourless TV shows and online news and drama.
-Via ‘word of mouth’ digital; social websites, entertainment websites, blogs & forums.
-Seeding video footage and content generating over 1.5 million unique views.
-Sponsorship of “ X-Factor” capturing contestant playful moments juxtaposed against the stresses of the competition.

Results and Effectiveness
The campaign produced the most profitable single week in Australian history.
Brand Trust increased by 3 percentage points. A huge result, given how difficult this measurement is to shift for such a well-established brand like McDonald’s.
Love was recaptured! The campaign saw a 14.8% increase in the measure “A brand for people like me” and achieved +3% comparable sales growth year on year (YOY). The McDonald's brand team had projected negative - 1.24 in sales YOY because the previous year saw the launch of the Angus Beef burger which was the most successful product launch in McDonald's history to date.