Cannes Lions
OMD DENMARK, Copenhagen / MCDONALD'S / 2015
Overview
Entries
Credits
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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