Cannes Lions

McVALUE MEALS

COSSETTE MEDIA, Montreal / MCDONALD'S / 2002

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Overview

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Credits

Overview

Description

Ginette Viens/TVA/Media Creativity Quickly build awareness for new McValue offers with a dominating use of media.Maximize Reach and Frequency against heavy Quick Service Restaurant users: Adults 18-34-Customer Insight: Television viewing is declining;-Mass Internet penetration (80%+).They are the heaviest users of Internet (+20% time spent).Adapt messaging according to the day of the week and by day-part:-In total, 6 offers have to be communicated over 3 different day parts. Compensate for reduced exposure to television with a strong Internet presence on sites that offer strong reach and high concentration of the target group (adults 18-34).Focus on a self encompassing, interactive execution that instantly relays a strongly branded message rather than drive traffic to a web site:- A DHTML button was placed at the bottom right hand side of the page, featuring a day part related « teaser » message.- The button flowed up and down the page, capturing the user's attention, and presented a pop-up showing the McValue deal available at that moment when his or her mouse passed over the button- Sequence of creative units:4 am – 10 am: Breakfast meal10 am – 2pm: Daily Special Monday : Big MacTuesday: McNuggetsWednesday: HamburgerSunday: CheeseburgerRest of the time: McExtraCommunication objectives were achieved without having to produce an expensive, and in this case irrelevant, advertiser web site. Our media team was of the firm opinion that innovative online advertising could generate brand and product awareness with consumers whose exposure to traditional media was less than that of others. This belief drove the development of both media and creative strategies.We put in place a research tool to prove to the client (McDonald’s) that our goal had been attained.It was our own proprietary ad serving technology that allowed the campaign to turn the instantaneousness of the Internet into an opportunity that can be managed. The Internet isn’t just about clicks. To prove our point, we measured the branding impact of the campaign and the results are quite conclusive:Ad Recall stood at 65%, of which 75% were categorized as Astute in respect to message comprehension;Top of mind Brand Awareness jumped from 67% for those who could not recall the ad to 79% for those who could (+18%). Those are enormous gains for an advertiser as dominant as McDonald’s.McDonald’s use of Internet advertising was successful because it also leveraged one of this medium’s strongest attributes: instantaneousness. We used our own proprietary ad-serving technology to seamlessly customise the message daily, up to three times a day, making the offer as day-part relevant as possible to the user. Media sites we had selected did not have to be involved in this process.

McDonald’s use of the web in the Spring of 2001 got this market’s advertising community to notice and to reflect on the new roles that online media can play for offline marketers.

Execution

Our media team was of the firm opinion that innovative online advertising could generate brand and product awareness with consumers whose exposure to traditional media was less than that of others. This belief drove the development of both media and creative strategies.We put in place a research tool to prove to the client (McDonald’s) that our goal had been attained.It was our own proprietary ad serving technology that allowed the campaign to turn the instantaneousness of the Internet into an opportunity that can be managed.

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