Razorfish - Matthieu de Lesseux on Advertising as Entertainment (McDonald's France)

transcript

McDonald’s France:“Come As You Are” Campaign

MATTHIEU de LESSEUXFOUNDER AND CEO

DUKE / RAZORFISH PARIS

McDonald’s in France

IN FRANCE, THE HOME OF GASTRONOMY,

GOING TO McDONALD’S ISN’T THE

PREFERRED OPTION.

IT’S JUST SEEN AS PRACTICAL.

BUT, FRANCE IS SECOND IN TERMS OF

BUSINESS AND PROFITABILITY AFTER U.S.

THAT EQUALS 2 MILLION CUSTOMERS PER

DAY, BUT ONLY 50 % OF THEM

OPENLY LIKE THE MCDONALD’S BRAND

ALMOST EVERYONE GOES THERE

(87 % OF PENETRATION), BUT FEW ADMIT IT

Stakes

MAKE 66 MILLION FRENCH FOOD LOVERS

OPENLY PROUD TO GO TO MCDONALD’S

Stakes

NOT BY SHOWING THEM A

DELICIOUS HAMBURGER!

Stakes

MCDONALD’S IS ONE OF THE ONLY PLACES IN

FRANCE WHERE THE FRENCH CAN BE

THEMSELVES WITHOUT BEING JUDGED

Stakes

MCDONALD’S IS A RESTAURANT

WHERE THEY CAN EAT WITH THEIR FINGERS

AT ANY TIME DRESSED AS THEY WANT WITH

NOISY CHILDREN

Stakes

MCDONALD’S IS A RESTAURANT

WHERE EVERYONE IS WELCOME

The Print and TV Idea

FROM EURO RSCG BETC IN PARIS

Print and Outdoor

TV Films

The Digital Idea

FROM DUKE / RAZORFISH IN PARIS

Digital Idea: How to express the offline campaign?

LET’S TWIST IT

LET’S SHOW FRANCE HOW IT WOULD BE

IF YOU COULDN'T COME AS YOU ARE…

TO MCDONALD’S

Digital Idea: How to express the offline campaign?

LET’S SHOW CUSTOMERS BEING

TURNED AWAY

Internet Films

The ROI

Results

7.7 % INCREASE IN SALES SINCE

CAMPAIGN LAUNCH

Results

2,335,000 VIRAL VIEWS

Results

150 000 GOOGLE INDEX

Results

A HUGE POSITIVE DISCUSSION OVER

THE BLOGOSPHERE

(OVER 900 WEBSITE MENTIONS)

Results

MORE THAN 100 UCG OF HIDEN CAMERA

Results

THE GRAND PRIZE OF YOUNG ADULT

MARKETING CAMPAIGN 2008

MERCI BEAUCOUP

MATTHIEU de LESSEUXFOUNDER AND CEO

DUKE / RAZORFISH PARIS

Razorfish - Matthieu de Lesseux on Advertising as Entertainment (McDonald's France)

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