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

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Industry Fast food
Media Promo & PR, Case study
Market Australia
Agency OMD Sydney
Released August 2011

Credits & Description

Category: Best Use of Integrated Media
Product/Service: McFEAST & SHAKER FRIES
Media Agency: OMD Sydney, AUSTRALIA
Senior Account Manager: Sarah Harrington-Birch (OMD Sydney)
Communications Manager: Francesca Thomas (OMD Sydney)
Communincations Director: Evadne Janeke (OMD Sydney)
Client Services Director: Melissa Mullins (OMD Sydney)
TV Trading Manager: Leonie Emmett (OMD Sydney)
Outdoor/Radio/Cinema Trader: Mitch Byatt (OMD Sydney)
TV Trader: Natalie Modderno (OMD Sydney)
Digital Manager: Jeff Beazley (OMD Sydney)
Account Director: Laura Nice (OMD Sydney)
Media placement: Online - Facebook - 31/07/2011
Media placement: Radio - 2DAYFM - Fifi & Jules Show - 29/08/2011
Media placement: Online - 2DAYFM Website - 29/08/2011
Media placement: TV - Channel 7: X-Factor TV Show - 04/09/2011
Media placement: Online - Yahoo!7 - 04/09/2011
Media placement: Event - 2DAY FM Roof Top - 29/09/2011

Insights, Strategy & 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 move beyond product and reignite memories through active participation
Our big idea…
Your favourites… Back, by popular demand!

Creative Execution
The occasion? A big party with all the right ingredients.
Inclusive participation: THE MUSIC.
Partnering with hit music show X-Factor, we invited Australians to vote 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 outfits and hair from the past. As demanded on-air and online by 2DAY FM listeners.
Exclusive participation:
80 winners on the roof top of Australia’s leading FM radio station, 2DAYFM.
Whilst in-store:
The favourite product McFeast & Shaker Fries were back, by popular demand.

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 the highest sales for that year.
McLove was back.