Date post: | 14-Jan-2015 |
Category: |
Food |
Upload: | dmg-events-asia |
View: | 503 times |
Download: | 1 times |
THE WORLD’s BIGGEST BREAKFAST
DANIEL LEE - DIRECTOR OF DIGITAL PROJECTS, MCDONALD’S APMEA RICHARD MOREWOOD - REGIONAL BUSINESS DIRECTOR, DDB WORLDWIDE
bring an entirely new level of everyday convenience
and fun to the world, and grow our business in the process
Everyday Convenience
Everyday Fun
VISION
A growth opportunity across the region
WHY (NOT) BREAKFAST?
VS
Increase customer loyalty over time around
Breakfast
HIGHER
LOYALTY
Drive more trial of
Breakfast products
Drive GCs & increased
sales
MORE
TRIAL
Enable easier, better, happier
mornings, everyday, for
everyone
MORE BRAND
ENGAGEMENT
MOST PEOPLE DON’T
BELIEVE THEY WERE
BORN TO BE
‘MORNING PEOPLE’
I am not me in the mornings
McDonald’s gets you back to 100% you
“Wake up your morning person”
Insight
Proposition
Positioning Line
WE PUT A LITTLE
I N Y O U R
M O R N I N G S
GOOD FOOD GOOD MOOD BROUGHT TO
YOU BY GOOD
P E O P L E
TO ENABLE EASIER, BETTER, HAPPIER
MORNINGS - EVERYDAY, FOR EVERY ONE –
AND THEREFORE DRIVE BREAKFAST SALES
AND BRAND ENGAGEMENT.
Free Egg McMuffin – try it to love it!
Our People who proudly serve – feel it!
Doing good in the community – like it!
How do you get 2 million eggs
to 2,000 stores across 20 countries for a single day?
WAKE UP !
CHECK ON
EMAIL 07:00
07:15
GET READY
FOR WORK
07:30
COMMUTE
TO WORK
08:00
GRAB B’FAST
08:00
ARRIVE AT
WORK
09:00
CHECK
EMAIL,
SURF WEB
09:30
MORNING
BREAK
11:00
REST OF DAY
11:30 – 18:00
The
McDonald’s
Surprise Alarm App
EXAMPLE CONTENT
CONTENT ARCHITECTURE
1) A surprise to wake up the morning person inside you.
2) A mobile platform that provides daily surprises so people
(a) look forward to waking up in the morning, and
(b) have a reason to visit McDonald’s
Creative
Idea
Drive trial/patronage
so people go in-store
Sustain engagement
so people keep using the
app
Drive sharing
so more people download
the app
Collectively, the
pieces of content in
the app must...
• Pass the five-second “Will I get it when I just woke up?” test
• Be entertaining or valuable
• Create an emotional response to lift mood
• Be funny, heartwarming, amazing, trendy or contextual
• Not get people to expect freebies/permanent discounts to the extent
that McDonald’s margins get eroded or its perceived value drops
Every piece of
content must...
FINDING THE CONTENT PILLARS
Brand Mission
& Creative Idea
Category Consumer
Content
Pillars
STARTING WITH BRAND MISSION
Brand Mission &
Creative Idea
Category Consumer
“It’s about good food, good mood and starting
something new.”
good food
good mood
DEFINING THE CREATIVE IDEA
Brand Mission
& Creative
Idea
Category Consumer
Receiving something from
someone you don’t expect
an unexpected or
astonishing event, fact, etc.
“It’s more than recommendation or discovery.
It’s the immense satisfaction of receiving
something at the right time and place, having not
even realized that you wanted it.”
surprising
delightful
unexpected
satisfying
OBSERVING THE CATEGORY
Brand Mission &
Creative Idea
Category Consumer
Christmas Surprise: WestJet released
a YouTube video of how passengers
were given gifts upon flight arrival
they asked for when departing, from
Santa.
KLM Surprise: KLM committing small
acts of kindness because they wanted
to discover how happiness spreads
Using social media channels,
the VA team looked for
those having a dreary,
ordinary day and need a bit
of FITFOO in their lives.
From there the teams made
special deliveries.
#FITFOO (Flying in the Face
of Ordinary)
disrupt
share
UNDERSTANDING THE CONSUMER
Creative Idea
&
Brand Mission
Category Consumer
Christmas Surprise: WestJet released a
YouTube video of how passengers
were given gifts upon flight arrival they
asked for when departing, from Santa.
positive motivating
morning phone
CONTENT PROPOSITION
Christmas Surprise: WestJet released a
YouTube video of how passengers
were given gifts upon flight arrival they
asked for when departing, from Santa.
“Our surprise content should be
positive, motivating surprises to
wake your morning person.”
CONTENT PILLARS
Content Proposition
Our Everyday Surprise content
should be positive, motivating
surprises to wake your morning
person.
Single-minded message that all pieces
of content should have
Mornings
Positivity
Motivation
to do more
Areas of Focus
Areas of content that
McDonald’s can own
Feel-good happy
Content Pillars
Morning sunshine!
Get up and go
Comprehensive, big pieces of
content that help drive
marketing objectives
CONTENT THEMES
Content
Pillars Morning Sunshine Get up and Go! Feel-good happy
Role To condition users to think that
morning and waking up
early is wonderful
To inspire and motivate users to take
charge of their mornings and days
To put users in a light and happy mood
the moment they wake up
What does it
mean? Depictions of how wonderful the
morning can be
Ideas and inspiration to supercharge
the day ahead!
Good news and great sounds to give you
a shot of happiness
Themes
Morning Scenes / Views
(Sunrise, views from windows)
Quick and easy workouts to
jumpstart the morning Happy songs (Sony + Creation)
Positive Morning Truths Life hacks for your morning or daily
routine
Quotes on happiness, creativity,
productivity, passion, seizing the day
The McD Morning Acts
(e.g. singing hotcakes/stopmotion
products)
- Mini-challenges
(Surprising tasks)
News about
charitable/heartwarming/kind actions
around the world or near you
- Group Challenges
Warm a Heart
(Ways to lend a hand to people around
you)
- -
3 most recent ‘feeling
happy/blessed/grateful” updates from
Facebook friends (TBC - Depends on
Tech)
EXAMPLE CONTENT
EXAMPLE – MORNING SUNSHINE
EXAMPLE – MORNING SUNSHINE
EXAMPLE – GET UP ‘N’ GO
EXAMPLE - GET UP ‘N’ GO
EXAMPLE – FEEL GOOD HAPPY
EXAMPLE – FEEL GOOD HAPPY
EXAMPLE - COUPON
QUICK UX DEMO
#1 among Free Apps
#1 Free App in the Food & Drink
Category
#1 Free App in the Lifestyle category
• #1 Free App in the Lifestyle
Category
• #3 among Free Apps (SG), #13
(TW)
RESULTS
Taiwan (as of week 7):
Downloads: 852K
Engagement: 55% of app users are engaging with
app one or more times per week
In-App redemption rate: 16-20%
Singapore (as of week 13):
Downloads: 514K
Engagement: Active users 42.5% are engaging with
app 3 or more times per week
In-App redemption rate: 16-20%
RESULTS
THANK YOU