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McDonald’s France: “Come As You Are” Campaign MATTHIEU de LESSEUX FOUNDER AND CEO DUKE / RAZORFISH PARIS
McDonald’s France:“Come As You Are” Campaign
MATTHIEU de LESSEUXFOUNDER AND CEO
DUKE / RAZORFISH PARIS
McDonald’s in France
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.
McDonald’s in France
BUT, FRANCE IS SECOND IN TERMS OF
BUSINESS AND PROFITABILITY AFTER U.S.
McDonald’s in France
THAT EQUALS 2 MILLION CUSTOMERS PER
DAY, BUT ONLY 50 % OF THEM
OPENLY LIKE THE MCDONALD’S BRAND
McDonald’s in France
ALMOST EVERYONE GOES THERE
(87 % OF PENETRATION), BUT FEW ADMIT IT
Stakes
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
Page 15 © 2009 Razorfish. All rights reserved.
Print and Outdoor
Page 16 © 2009 Razorfish. All rights reserved.
TV Films
Page 17 © 2009 Razorfish. All rights reserved.
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
Page 22 © 2009 Razorfish. All rights reserved.
Internet Films
Page 24 © 2009 Razorfish. All rights reserved.
Internet Films
Page 26 © 2009 Razorfish. All rights reserved.
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
