Cannes Lions

McDONALD'S CUSTOM AUDIENCES

OMD DENMARK, Copenhagen / MCDONALD'S / 2015

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Overview

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Credits

Overview

Execution

So by using this strategy and targeting, we are now able to tailor the creative messages, across McDonald’s offerings throughout the day, to just the right segment, wherever we meet them. We no longer have to rely on share of voice, reservation buying on high affinity sites or price negotiation, but are able to activate a campaign within minutes, being certain that the right message is being delivered to the right audience, in the right environment, at the right time. No Waste!

We now buy the hearts and minds of the McDonald’s identified segments – instead of buying impressions!

Outcome

The traditional mass media approach is not the answer to great business results anymore! By focusing on the hearts and minds of the customers and serve them with the right message at the right time, we have a new king, Digital, with outstanding results:

- Higher ROI than TV – the traditional mass medium for McDonald’s

- Doubled the Digital ROI to 5.8

- Cut the cost for bringing a guest into the restaurants from Digital activities with more than 80%

- 3 times higher sales uplift from Digital activities

We no longer think Mass McDonald’s, but practise My McDonald’s!

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2019, MCDONALD'S

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