GETTIN’ SERIOUS OMD Sydney para McDonald's

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GETTIN’ SERIOUS

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Media Promo / PR, Case study
Mercado Australia
Agencia OMD Sydney
Publicado enero 2013

Creditos y descripciones

Advertiser: McDONALD’S
Agency: OMD SYDNEY
Category: Best Use of Branded Content & Sponsorship
Sponsorship Manager: Sonja Simec (Channel 7)
Director/Digital And Brand Partnerships: Kimiko Roberts (Freemantle Media)

Strategy
McDonald’s burgers are famous: The Big Mac, Cheeseburger and Quarter Pounder. But the burger world is on the move and going upmarket! And - it’s getting competitive. In 2010, McDonald’s launched Grand Angus. In 2011, Hungry Jacks responded with ‘Angry Angus’. In 2012, McDonald’s planned to strike back with the ‘Serious’ Lamb Burger – it was big, messy and planned to shake up the market.Guys would love it. Especially established burger-lovers. But what about the younger ones? Could we get them hooked on lamb too? Our sales targets meant we had to convince them to trial. But these are fast food brand ‘switchers’. It was going to take a very different approach to get them falling in love with McDonald’s Lamb burger.This ‘switcher’ audience is the participation generation - actively engaging with reality TV. Our surprising solution: Declare ‘Serious Love’ for the new burger in song using Australia’s biggest reality TV show: X-Factor.

Execution
We partnered with 2011 X-Factor runner-up and ladies’ man, Johnny Ruffo to create a love song our audience would help write.Drawing on inspiration from over-the-top ‘RnB’ videos about love and staying true to Johnny’s cheeky personality, we demonstrated this burger was serious, without taking ourselves too seriously. Over five weeks, we created a cross-platform teaser campaign utilising TV, online and social media channels. In-show call to actions’ encouraged fans to share and vote for their favourite lyrics and fans were able to view exclusive behind the scenes online content following Johnny’s journey to ‘getting serious’ about his new love song. All the weeks of anticipation culminated in an in-show announcement to stay tuned for the premier of ‘Gettin’ Serious’. The video launched featuring all the RnB cliché’s: luxury yacht, helicopter and lots of over-the-top dance moves. The twist? The object of Johnny’s undying love was McDonald’s new Lamb Burger.

Effectiveness
The sponsorship of X-Factor generated $5.9m worth of value yet only cost $1.2m!The song ‘Gettin’ Serious’ aired to an audience of 1.4 million in commercial airtime. Within one week there were 227,000+ views, 800+ comments and 1,000+ shares of the video as well as 18 articles published in Australia and NZ. The online hub was the go-to destination for X-Factor fans: •10,862 entries to the competition.•98,649 website views.•55,514 video streams on the behind the scenes content.But really only one result mattered. Among X-Factor viewers, purchases in the last 12-weeks’ hit 74%’2. The campaign was a serious success.