paddy rangappa mc donalds
DESCRIPTION
The Treasure is in the Data - How Three International Brands Found Marketing Gold. Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummitTRANSCRIPT
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McDonald’s Canada
Paddy RangappaVice President – Brand DevelopmentMcDonald’s Asia Pacific Middle East Africa
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I First Item 3II Second Item 6III Third Item 32IV Fourth Item 39V Fifth Item 41
Table of Contents
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Food quality perception is the number one driver of long-term business results.
Food quality perception is the number one driver of long-term business results.
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à
In Canada, McDonald’s trails behind its competitors on every pure brand attribute.
FIFGAE SCORES
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BRIEFPortray the truth, that McDonald’s is real food you can feel good about eating.
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CHALLENGE
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TRADITIONAL APPROACH
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TRADITIONAL APPROACH
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OBJECTIVEIncrease Food Quality perception by 14pts.
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OUR INSIGHTConsumers have questions about our food quality. We have answers. Good ones. But the only way people will start listening to us is if we start listening to them.
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LOVER FENCE SITTER HATER
THE CONSUMER MINDSET
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ConversationFocus
Lovers Fence-Sitters Haters
TARGET
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McDONALD’STalking to lovers.
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McDONALD’STalking to the fence sitters.
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HIDDEN IN PLAIN SIGHTOur task was not to say something new. It was to say what McDonald’s had been saying for years, but to say it in a way that stops people in their tracks.
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Show videoOFYQ Manifesto
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UNDERTAKE BRAND ACTION THEN DO
BRAND ADVERTISING
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A TRANSPARENCY PLATFORMSocially-powered platform empowers us to initiate and sustain an open and honest conversation with consumers.
Ask Answer Amplify
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TVC
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• Singular platform hub
• Located on .ca
• 24% mobile traffic
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TAKING QUESTIONS
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Response team
• Tribal & McDonald’s collaboration
• Solid knowledge base
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And we answered every question…Answers:
• text… or
• images… or
• video
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TEXT ANSWERS
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IMAGE ANSWERS
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VIDEO ANSWERS
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vShow videoFrom Farm to Fryer
Farm to Fryer
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vShow videoBehind the Scenes
Behind the scenes
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vBehind the scenes
VIDEO ANSWERS
Farm to Fryer
2.5 million views2.5 million views 9.7 million views9.7 million views
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Chicken Forensics
100% Pure Beef
Microwave PattiesBig Mac Sauce
Behind the scenes
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VIDEO ANSWERS
Farm to Fryer
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vTHEN... WE ADVERTISED IT
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vShow videoChicken TV_Streeters_EN
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ADVERTSISE THE SOCIAL IDEA
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RESULTS
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A DRAMATICCHANGE IN PERCEPTION
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RESULTS AMONG KEY TARGETS
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INDUSTRY RECOGNITION“McDonald’s food, your questions and a glimpse into the future of marketing: a one-two punch of tradition and technology”
“McDonald’s food, your questions and a glimpse into the future of marketing: a one-two punch of tradition and technology”
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CREATIVE RECOGNITION
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CREATIVE RECOGNITION: CANADAMcDonald’s• Marketer of Year 2012• Most awarded client 2013
AgencyDigital Agency of the Year 2012 & 2013
Marketing and related awards• Targeting (Gold)• Technology Breakthrough (Gold)• Original Idea (Gold)• Brand Development Campaign of the year
(McDonald's) - (Gold)• New Product or Service Launch - (Gold)• Atomic Idea (Gold)• Best Digital Engagement (Silver)• Best Transmedia (Gold)• Best in Show - Grand Prix• Integrated (Gold)• Digital (Gold)• Online Film (Gold)• Corporate Website (Gold)• Digital best use of Social (Silver)• Online Film Campaign (Bronze)• Best in Show• Best of the Best
• Advertising: Consumer Products - Food & Beverage (Gold)
• Advertising: Retail (Gold)• Community Engagement: Consumer Products - Food &
Beverage (Gold)• Community Engagement: Retail (Gold)• Digital: Consumer Products - Food & Beverage (Gold)• Digital: Retail (Gold)• Integrated: Consumer Products - Food & Beverage (Gold)• Integrated: Retail (Silver) • Cassies: Off to a good start (Gold); Integrated campaign
(Gold); Globe and Mail creative effectiveness award
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CREATIVE RECOGNITION: INTERNATIONALAdAge Viral Video Award• Best Brand Transparency
One Show InteractiveIntegrated Campaign (Silver)Best use of Social Media/Facebook (Merit)
Webby's• Winner:
- Customer Service- Integrated Campaign- Food and Beverage- Customer Service (Peoples Choice)- Agency of the Year (Tribal Worldwide)
• Nominee:- Online Film & Video: Branded Entertainment- Website: Best Corporate Communications
• Honoree:- Online Film & Video: How to DIY- Interactive Advertising: Banner Single
Clios• Direct - Mixed Campaign (Bronze)
FAB (Food and Beverage Awards)• Integrated• Social• Viral• Brand of the year - McDonald's
Applied ArtsOur Food. Your Questions. - Consumer Packaged GoodsOur Food. Your Questions. - Educational/ReferenceOur Food. Your Questions. - Integrated CampaignOur Food. Your Questions. - ViralOur Food. Your Questions. - Branded Content
Cannes Lions Festival of Creativity• Gold – Cyber – Websites & Microsites: "Our Food. Your
Questions."• Silver – Promo & Activation – Best use of Social Media:
"Our Food. Your Questions."• Bronze – Cyber – Digitally led integrated campaign: "Our
Food. Your Questions."• Bronze – Cyber – Online video: "Behind the scenes at a
McDonald's photo shoot"
GUNN ReportOFYQ #12 most awarded digital campaign globallyTribal Worldwide #18 ranked digital agency - globally
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