Cannes Lions

No Logo - Bitten Billboards

TBWA\PARIS, Boulogne-Billancourt / MCDONALD'S FRANCE / 2021

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Overview

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Credits

Overview

Background

Given the health context (Covid 19) and the changes in French lives (limitations, lock downs, crisis…) McDonald’s France wanted to put at the center of its Brand objectives, its Core products. Knowing that French peoples really have a strong and emotional connection with those iconic products, McDonald’s brand strategy 2020 was to reinforce McDonald’s Brand Love and give positive responses to the manifested lack of McDonald's that the French have experienced during the 1st lock down.

For this Core campaign we wanted to go a step further in staging the irresistibility of McDonald’s products. This time, it's the entire billboards, presenting the no logo posters that seem to have been bitten directly into the structure as a victim of a craving for a McDonald's. We positioned life-sized bitten OOH with the posters of Big Mac, Fries & Cheeseburger in French streets.

Idea

Given the health context (Covid 19) and the changes in French lives (limitations, lock downs, crisis etc.) McDonald’s France wanted to put at the center of its Brand objectives, its Core products. Knowing that French peoples really have a strong and emotional connection with those iconic products, McDonald’s brand strategy was to reinforce McDonald’s Brand Love and give positive responses to the manifested lack of McDonald's that the French have experienced during the 1st lock down. In that case, McDonald’s asked us to celebrate its iconic products for all French McDonald’s lovers.

Strategy

McDonald’s brand strategy in 2020 was to reinforce people brand’s love.

Core products represented 60% of direct revenue in 2019 and continue to show solid growth (+ 6% in 2 years). For that reason, McDonald’s wanted in 2020 to activate strong communications around this range.

The business objectives were to develop McDonald's market share in the IEO and accelerate McDonald’s leadership in burgers by boosting the Core range.

The marketing objectives were to generate traffic in restaurant by enrich brand preference.

McDonald’s Core target are the 15-49yo.

The campaign has been built around an activation in real life plus a Social Media campaign (Instagram, Facebook, Pinterest, YouTube).

The media objectives were to ensure a quick rise in coverage to maximize visibility over a short period. To maximize the number of videos viewed with stream formats only within the most suitable environments.

Execution

The whole idea is based on the creation of hand-made bitten billboard positioned in the streets. The billboards were life-size forged, with a traditional boiler making technique to link the marketing message with artisanal and artistic confection. The structures were covered on both sides with plexiglass, printed and varnished as 8 mm thick. Everything has been fitted with Led panels powered by autonomous batteries.

All this know-how and this precision of manpower have given us allowed to carve toothprints out of metal, so that the result can be as true as nature, to create the first hand-made bitten billboard. Each structure is 200kg and 3.20meters as the real billboard in French streets.

Outcome

The campaign was well associated with McDonald's and has been very popular: 89% link to the brand. There were a very good emergence, outperforming not only the industry standard, but also the McDonald's average for this type of campaign. 59% recognized the campaign (vs. 50% avg McDonald's and 41% Standard hospitality industry/Restauration).

A level of approval above industry expectations and in line with the McDonald's average for Core campaigns. This is particularly the case with young people and customers of the brand. 65% liked the campaign (vs. 63% avg McDonald's and 50% Standard hospitality industry/Restauration). It is a good performance compared to the Core average: all KPIs are activated.

-ROI Digital campaign: 4,3

-ROI Billboards campaign: 1,8

-65% of agrement vs 63% average McDonald’s

-7,9Million of views (SoMe + YouTube)

-YouTube Best performer video for McDonald’s: 89% of impressions on the audience.

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