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Understand Phase

UNDERSTAND Our Client’s Business:


• Competitors are gaining ground with their own
value menus

UNDERSTAND Our Client’s Consumers:


• McDonald’s Dollar Menu has high awareness
and usage among Adults 18-34

UNDERSTAND Our Client’s Objectives:


• Keep Dollar Menu top of mind
• Encourage on-going usage
• Strengthen connection with Young Adults
• Become more relevant
“Adults 18-34”
Is that really a TARGET?
Start with demographic and gender
Adults age 18-34 A18-34 (68MM)

& Value Seeker


Layer in likelihood for Value Seeking (44MM)
“Price is more important to me than brand
names”
& Fast
Food User
(14MM)
Layer in aptness for consuming fast food
“Often I eat my meals on the run”
“I don't have very much interest in cooking”
“I prefer picking up quick meals to cooking” Agree with 3 or more

“I tend to make impulse purchases”

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Ok so I have 14.4MM people to target.
Now what?

Chances are they have some things in common…


DIG DEEPER!

“I consider myself a savvy shopper” “Me too! I will purchase multiple products if
they are on sale”
“Me too!”
“Me too!”
“Me too!”
Ok so I have 14.4MM people to target.
Now what?

Chances are they have some things in common…


DIG DEEPER!

“I tend to be quiet in crowds” “Me too! I like a tight circle of friends”

“Same here!”
“Definitely!”
“Agreed!”
Ok so I have 14.4MM people to target.
Now what?

Chances are they have some things in common…


DIG DEEPER!

“Me too! It gives me lots


“Technology is important to
of information in one
me.”
“Definitely! It keeps me in place!”
contact with friends.”
“For sure!”
“I agree!”
We uncovered 3 key insights

“I’m thrifty…on purpose” “I prefer a tight-knit group” “Technology is my concierge”


How do these insights affect media
selection?

“I’m thrifty…on purpose” “I prefer a tight-knit group” “Technology is my concierge”


Design Phase

DESIGN a Communication Strategy


Connect
Where?
When? Media
How? Apertures

What?
Where?
Surround them within their Passion Areas

Music Gaming Sports Fashion Celeb. Gossip

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What?
Overall Communication Strategy

Value
II look
look forfor quality
quality Technology
at
at aa low
lowprice
price A few devices
Friendship provide all I need
I’d rather have 5 great friends
than 40 acquaintances

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Where and when? Ideally at the intersection
of 2 or 3“Communication Pillars”

Value
Value Pillar Celeb
Instant
“I’m thrifty…on purpose” Rebates Looks for
Less Edit
Free
Discount Directory

Friendship
Movie Assistance
Tickets
Friendship Pillar “Water
Cooler” TV
“I prefer a tight-knit group” shows

Instant Social Video


Messaging Networking Gaming

Technology
Mobile Fantasy
Messaging Sports
Technology Pillar
“Technology is my concierge” Streaming
Music Video
Web-i-sodes

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Evolution of Media and Message Synergy

Integration into
Editorial Content
Placement
Placement Within Adjacent to Creative
Relevant Editorial Customized to
Media with Environment
Highest Reach to Content
A18-34 Placement Within Utilize partners as
Passion Areas Content Providers
and Distribution
Partners

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Create phase

Lot’s of ideas – let’s get specific …

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McDonald’s Dollar Menu Saves You Money –
When Buying Movie Tickets

Fandango Discount Movie Tickets


Passion Point:
Entertainment
Communication Pillars:
Value
Friendship
Dollar Menu provides $1 off at
checkout on online ticket purchases
for movies that resonate with target
audience
Special code can be passed along
to your friends

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McDonald’s Dollar Menu Saves You Money –
When Looking for Directory Assistance

1-800-Free-411
Communication Pillars:
Value
Friendship
Technology
Dollar Menu supports free directory
assistance by partnering with Free 411
:15 ad provides media/message synergy by
recognizing the caller as a “Dollar
Menunaire”

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McDonald’s Dollar Menu Gives You Access
to Breaking Celebrity Gossip on Your Phone
Print Advertorial
Dynamic Online Banner
US Weekly Free Mobile Alerts
Passion Points:
Celeb Gossip
Fashion
Communication Pillars:
Value
Friendship
Technology
Dollar Menu provides access to free mobile text alerts of breaking
celeb gossip – typically $3.99/month
In-book advertorials, co-branded digital units, and email blasts tout
program and drives mobile sign-ups

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McDonald’s Dollar Menu Gives You Access
to Online Style Mavens

Who What Wear Fashionista Tips


Passion Points:
Fashion
Communication Pillars:
Value
Technology
Dollar Menu provides users a chance to
ask hosts of WhoWhatWear a style-
related question
Hosts answer question at end of their
daily podcast which is pushed out via
popular Young Adult blogs and social
networking sites

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McDonald’s Dollar Menu Gives you Free
Game Guides and In-Game Cheat Codes

Free IGN Game Guides In-game


Cheat Codes
Passion Point:
Gaming
Communication Pillars:
Value IGN only Ad Unit

Friendship
Technology
Dollar Menu opens up IGN
Game Guides for Free
(typically costs a few bucks
a month)
Free Game Guide program
is pushed in relevant in-
game billboards, which also
contain helpful cheat codes

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McDonald’s Dollar Menu Gives Something to
Do While Watching Sports Scores Online

ESPN Scoreboard Games


Passion Point:
Sports
Gaming
Communication Pillars:
Technology
Dollar Menu and ESPN partner to
provide fun video games to play during
breaks in the game while watching on
ESPN GameCast
Play to earn points towards ESPN.com
store discounts
Co-branded advertorials in ESPN The
Magazine tout online program, and
provide a special code for further
discounts

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Paul - The Ultimate Dollar Menunaire

Paul – The Dollar Menunaire


Microsite where all
banners drive to
Features Paul, the
smooth-talking hipster that
is wise in the ways of
Living the Rich Life on A
Limited Budget
Paul highlights many of
our media partnerships
creating a push-pull
strategy
Click on Paul to see
what he has to say!

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Capitalize phase
Do Custom Programs Deliver? YES!
Through ongoing Dollar Menu Research, we see the difference a custom program makes
While Ad Unit Awareness is consistent across ROS and custom integrations, significant lifts
in Purchase Intent, Message Awareness and Message Comprehension are shown when
comparing a general ROS plan with custom integration plans and even more so with video
integrations
Index Index
vs. vs.
ROS Custom ROS Video Custom
Unaided Brand Awareness (McDonald’s 68% 69% 100 77% 112
Dollar Menu)
Online Ad Awareness 20% 20% 100 18% 90
Purchase Intent 41% 46% 112 54% 117
Identified Dollar Menunaire lifestyle as 42% 50% 119 54% 108
unique to McDonald’s
Dollar Menu offers quality at a low price 35% 39% 111 51% 130

Dollar Menu allows me to get a lot, while 51% 55% 108 60% 109
only spending a little
Dollar Menu has items that appeal to me 42% 47% 112 54% 115
Dollar Menu offers variety 39% 42% 108 48% 114

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