Mixtape / Playlist|户外|广告营销案例【ADGuider广告指南】

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案例简介：50 年来，麦当劳一直以巨无霸闻名 -- 它不仅是菜单上最受欢迎的产品，还占核心产品销售额的近 30%, 使它成为最重要的。然而，它的持久力意味着它有很多年长的观众，但是我们开始看到销售增长的下降。为了保护汉堡的未来, 我们不仅想庆祝 50 岁生日，还想重新点燃年轻观众的激情，这样巨无霸就会在未来几年出现。麦当劳创造了两个非常特殊的限量版，大巨无霸和小巨无霸，这两个版本只有 5 周的时间，所以我们的目标很明确 1。与现有的和新的 (年轻的) 粉丝一起推动巨无霸的品牌亲和力 2。在 5 周的时间内推动巨无霸的整体销售我们在一个和两个非常不同的任务中面临着两个简报。我们利用多年的活动经验来定义如何在短时间内实现最大销售额的原则, 但是我们需要立即产生影响，所以我们探索了世界各地如何庆祝图标，并建立了参与原则。这不仅仅是最大声的叫喊 -- 我们的竞选活动当然需要破坏性，还需要庆祝和有趣，就像麦当劳一样。然而，年轻的观众以不同的方式看待图标 -- 他们需要以一种创造性的、真实的方式融入他们的生活, 因为他们认为图标是自己的延伸 -- 所以为了相关，我们需要确保我们的活动是包容的,互动和共享，这样他们也可以加入庆祝活动。我们为麦当劳巨无霸 50 岁生日创造了最具标志性的庆祝活动 -- 粉碎销售目标，重新点燃消费者对麦当劳核心菜单之一的热情。我们使用了广播和有针对性的媒体的智能组合，不仅确保每个人都知道我们的限量版汉堡，而且确保他们自己进去尝试。这场运动不仅表现得很大，而且表现得很大。结果: 证据在布丁中 -- 或者在这种情况下，汉堡中。我们的发布会非常成功，全国的巨无霸都卖完了!开幕周末的需求如此之高，以至于所有的巨无霸都卖完了，一些餐馆甚至因为需求而不得不关闭。销售目标被打破 -- 大巨无霸在六周内表现超过预期 128%。爱真的在展示 -- 社交媒体上产生了数百条评论，我们将 SnapChat 过滤器的股价基准翻了一番。2月益普索的结果显示，巨无霸活动推动了 “让我对品牌感觉良好” 这一声明的 21% 增长，而 “增加了我对参观 outlet 的兴趣” 这一声明的 24% 增长 -- 仅仅经过两周的活动! 执行: 我们开发了一种真正值得庆祝的沟通方式，部署策略来提供不可否认的影响，并在所有格式中脱颖而出，为我们所做的一切增添了一层象征性。在 AV 中，我们进行了一项重量更重的运动和更长的秒长度，以立即启动这项运动。这与一场重量级的户外运动相结合，这场运动见证了我们的标准 6 页运动，得到了一系列特殊构建和印刷定制格式的支持, 真正让不同尺寸的汉堡栩栩如生。我们活动的核心是将伦敦的 Imax 变成一个巨大的巨无霸 -- 首都无疑是一个盛大的庆祝活动!我们还开发了 SnapChat 过滤器，可以通过在巨无霸包装上找到的 SnapChat 来解锁，让这场活动在餐馆中栩栩如生 -- 使它可以定制和无限共享, 传播这个消息。活动描述: 巨无霸已经几年没有看到显著的营销支持，因为它是一个坚实的表演者。虽然这在年长的观众中是众所周知的，但年轻一代被新的促销麦当劳汉堡所吸引。这一切都归因于这样一个事实，即在一个持续不断变化的世界中，这些人需要即时的满足感。他们的注意力持续时间很短，并不断寻找新的和令人兴奋的。巨无霸是麦当劳品牌传统的一部分。它与品牌有着内在的联系，所以我们需要把它放回聚光灯下，记住一个生日，让它成为年轻一代的可行选择。个性化和共享性将是共鸣和贯通的关键。

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案例简介：McDonald’s has been famous for the Big Mac for 50 years – it’s not only the most popular product on the menu, it also accounts for almost 30% of core product sales, making it the most important. However, its staying power means it’s big with an older audience, but we were starting to see a decline in the growth of sales. In order to safeguard the future of the burger, we wanted to not only celebrate the 50th birthday but re-ignite the passion amongst our younger audience so the Big Mac would be around for years to come. McDonald’s created two very special limited editions, the Grand Big Mac and the Mac Jr, which were only available for 5 weeks, so our objectives were clear 1. Drive brand affinity for the Big Mac with existing and new (younger) fans 2. Drive overall Big Mac sales across the 5-week window We were faced with two briefs in one and two very different tasks. We drew on our years of campaign experience to define the principles of how to drive maximum sales across a short window, but we needed to drive immediate impact so we explored how icons are celebrated across the world and built principles of engagement. It wasn’t just about shouting the loudest – our campaign needed to be disruptive, sure, but also celebratory and fun, just like McDonald’s. However, a younger audience view icons in a different way – they need to fit into their lives in a creative, authentic way, as they view icons as an extension of themselves – so to be relevant, we needed to ensure our campaign was inclusive, interactive and sharable so that they could join in the celebration too. We created the most iconic celebration for McDonald’s Big Mac 50th Birthday – smashing sales targets and re-igniting consumers’ passion around one of McDonald’s core menu items. We used a smart mix of broadcast and targeted media to ensure not only that everyone knew about our limited-edition burgers, but that they were going in and trying them for themselves. This campaign didn’t just act big, it delivered big. Outcome: The proof was in the pudding – or in this case, burger. Our launch was so successful, the country sold out of Big Macs! Demand was so high on the opening weekend that all Big Macs sold out and some restaurants even had to shut down due to demand. Sales targets were smashed – with Grand Big Mac performing 128% over projection across six weeks. And the love was really showing – hundreds of comments were generated on social media and we doubled the share rate benchmark for the SnapChat filters. February IPSOS results show the Big Mac campaign drove 21% increase in the statement ‘Makes me feel good about the brand’ and 24% for ‘Increased my interest in visiting the outlet’ – after only two weeks of activity! Execution: We developed a truly celebratory communications approach, deploying tactics to deliver undeniable impact and standout across all formats, bringing an added layer of iconicity to everything we did. In AV we ran a heavier weight campaign and longer second lengths, to launch the campaign with immediate impact. This was coupled with a heavy-weight out-of-home campaign which saw our standard 6-sheet campaign bolstered by a range of special builds, and bespoke formats in print, to really bring to life the different size burgers. The centrepiece of our campaign was turning the London’s Imax into a giant Big Mac – the capital was in no doubt this was a big celebration! We also developed SnapChat filters, which could be unlocked via a SnapChat found on Big Mac packaging, to bring the campaign to life right in the restaurant – making it customisable and infinitely shareable, to spread the word. Campaign Description: The Big Mac hadn’t seen significant marketing support for several years as it was a solid performer. Whilst it was well-known amongst an older audience, the younger generation was being drawn to the newer, promotional McDonald’s burgers. This was all down to the fact that these guys need instant gratification in an always-on, constantly changing world. They have short attention spans and are constantly searching out the new and exciting. The Big Mac is part of McDonald’s brand heritage. It’s intrinsically linked to the brand, so we needed to put it back into the spotlight with a birthday to remember, making it a viable choice for a younger generation. Personalisation and sharability would be key for resonance and cut-through.