The World’s Biggest Breakfast

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Post on 14-Jan-2015

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The Worlds Biggest Breakfast was presented by Andrea Lee, Director, Marketing APMEA, McDonalds Corporation and Patrick Rona, President of Tribal Worldwide Asia Pacific & Chief Digital Officer of DDB Group Asia Pacific at #adtechasean

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<ul><li> 1. THE WORLDs BIGGEST BREAKFAST DANIEL LEE - DIRECTOR OF DIGITAL PROJECTS, MCDONALDS APMEA RICHARD MOREWOOD - REGIONAL BUSINESS DIRECTOR, DDB WORLDWIDE </li></ul> <p> 2. bring an entirely new level of everyday convenience and fun to the world, and grow our business in the process Everyday Convenience Everyday Fun VISION 3. A growth opportunity across the region WHY (NOT) BREAKFAST? VS 4. Increase customer loyalty over time around Breakfast HIGHER LOYALTY Drive more trial of Breakfast products Drive GCs &amp; increased sales MORE TRIAL Enable easier, better, happier mornings, everyday, for everyone MORE BRAND ENGAGEMENT 5. MOST PEOPLE DONT BELIEVE THEY WERE BORN TO BE MORNING PEOPLE 6. I am not me in the mornings McDonalds gets you back to 100% you Wake up your morning person Insight Proposition Positioning Line 7. WE PUT A LITTLE I N Y O U R M O R N I N G S 8. GOOD FOOD GOOD MOOD BROUGHT TO YOU BY GOOD P E O P L E TO ENABLE EASIER, BETTER, HAPPIER MORNINGS - EVERYDAY, FOR EVERY ONE AND THEREFORE DRIVE BREAKFAST SALES AND BRAND ENGAGEMENT. 9. Free Egg McMuffin try it to love it! Our People who proudly serve feel it! Doing good in the community like it! 10. How do you get 2 million eggs to 2,000 stores across 20 countries for a single day? 11. WAKE UP ! CHECK ON EMAIL07:00 07:15 GET READY FOR WORK 07:30 COMMUTE TO WORK 08:00 GRAB BFAST 08:00 ARRIVE AT WORK 09:00 CHECK EMAIL, SURF WEB 09:30 MORNING BREAK 11:00 REST OF DAY 11:30 18:00 12. The McDonalds Surprise Alarm App 13. EXAMPLE CONTENT 14. CONTENT ARCHITECTURE 1) A surprise to wake up the morning person inside you. 2) A mobile platform that provides daily surprises so people (a) look forward to waking up in the morning, and (b) have a reason to visit McDonalds Creative Idea Drive trial/patronage so people go in-store Sustain engagement so people keep using the app Drive sharing so more people download the app Collectively, the pieces of content in the app must... Pass the five-second Will I get it when I just woke up? test Be entertaining or valuable Create an emotional response to lift mood Be funny, heartwarming, amazing, trendy or contextual Not get people to expect freebies/permanent discounts to the extent that McDonalds margins get eroded or its perceived value drops Every piece of content must... 15. FINDING THE CONTENT PILLARS Brand Mission &amp; Creative Idea Category Consumer Content Pillars 16. STARTING WITH BRAND MISSION Brand Mission &amp; Creative Idea Category Consumer Its about good food, good mood and starting something new. good food good mood 17. DEFINING THE CREATIVE IDEA Brand Mission &amp; Creative Idea Category Consumer Receiving something from someone you dont expect an unexpected or astonishing event, fact, etc. Its more than recommendation or discovery. Its the immense satisfaction of receiving something at the right time and place, having not even realized that you wanted it. surprising delightful unexpected satisfying 18. OBSERVING THE CATEGORY Brand Mission &amp; Creative Idea Category Consumer Christmas Surprise: WestJet released a YouTube video of how passengers were given gifts upon flight arrival they asked for when departing, from Santa. KLM Surprise: KLM committing small acts of kindness because they wanted to discover how happiness spreads Using social media channels, the VA team looked for those having a dreary, ordinary day and need a bit of FITFOO in their lives. From there the teams made special deliveries. #FITFOO (Flying in the Face of Ordinary) disrupt share 19. UNDERSTANDING THE CONSUMER Creative Idea &amp; Brand Mission Category Consumer Christmas Surprise: WestJet released a YouTube video of how passengers were given gifts upon flight arrival they asked for when departing, from Santa. positive motivating morning phone 20. CONTENT PROPOSITION Christmas Surprise: WestJet released a YouTube video of how passengers were given gifts upon flight arrival they asked for when departing, from Santa. Our surprise content should be positive, motivating surprises to wake your morning person. 21. CONTENT PILLARS Content Proposition Our Everyday Surprise content should be positive, motivating surprises to wake your morning person. Single-minded message that all pieces of content should have Mornings Positivity Motivation to do more Areas of Focus Areas of content that McDonalds can own Feel-good happy Content Pillars Morning sunshine! Get up and go Comprehensive, big pieces of content that help drive marketing objectives 22. CONTENT THEMES Content Pillars Morning Sunshine Get up and Go! Feel-good happy Role To condition users to think that morning and waking up early is wonderful To inspire and motivate users to take charge of their mornings and days To put users in a light and happy mood the moment they wake up What does it mean? Depictions of how wonderful the morning can be Ideas and inspiration to supercharge the day ahead! Good news and great sounds to give you a shot of happiness Themes Morning Scenes / Views (Sunrise, views from windows) Quick and easy workouts to jumpstart the morning Happy songs (Sony + Creation) Positive Morning Truths Life hacks for your morning or daily routine Quotes on happiness, creativity, productivity, passion, seizing the day The McD Morning Acts (e.g. singing hotcakes/stopmotion products) - Mini-challenges (Surprising tasks) News about charitable/heartwarming/kind actions around the world or near you - Group Challenges Warm a Heart (Ways to lend a hand to people around you) - - 3 most recent feeling happy/blessed/grateful updates from Facebook friends (TBC - Depends on Tech) 23. EXAMPLE CONTENT 24. EXAMPLE MORNING SUNSHINE 25. EXAMPLE MORNING SUNSHINE 26. EXAMPLE GET UP N GO 27. EXAMPLE - GET UP N GO 28. EXAMPLE FEEL GOOD HAPPY 29. EXAMPLE FEEL GOOD HAPPY 30. EXAMPLE - COUPON 31. QUICK UX DEMO 32. #1 among Free Apps #1 Free App in the Food &amp; Drink Category #1 Free App in the Lifestyle category #1 Free App in the Lifestyle Category #3 among Free Apps (SG), #13 (TW) RESULTS 33. Taiwan (as of week 7): Downloads: 852K Engagement: 55% of app users are engaging with app one or more times per week In-App redemption rate: 16-20% Singapore (as of week 13): Downloads: 514K Engagement:Active users 42.5% are engaging with app 3 or more times per week In-App redemption rate: 16-20% RESULTS 34. THANKYOU </p>