McDonald\'s McCafe Campaign


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For my capstone class in Advertising, I worked with a group to create a fully conceptualized campaign for McDonald\'s McCafe. At the end of the semester we pitched this presentation to the agency Moroch and other McDonald\'s employees/owners. I served as the lead creative and copywriter of this project.

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McDonald\'s McCafe Campaign

  1. 2. Welcome
  2. 3. Introduction
  3. 4. Strategic Research <ul><li>Primary Research </li></ul><ul><ul><li>Survey conducted through </li></ul></ul><ul><ul><li>Visited different McDonald’s stores </li></ul></ul><ul><ul><li>Observation of customer behaviors </li></ul></ul><ul><ul><li>Held conversations with customers and McDonald’s employees </li></ul></ul><ul><li>Secondary Research </li></ul><ul><ul><li>Online resources </li></ul></ul><ul><ul><li>Competitors’ latest activities and market trends </li></ul></ul><ul><ul><li>Advertising Age, Retailer Daily, Brandweek, and etc. </li></ul></ul>
  4. 5. Survey Results McDonald’s core competence/advantage is speed 43% 53.2% 1.3% 2.5% 5.1 26.6 16.5 41.8 10.1
  5. 6. Survey Results <ul><li>I ntense competition </li></ul><ul><li>At a disadvantage when speaking to the coffee market </li></ul><ul><ul><li>McDonald’s should differentiate itself from those leading brands in the coffee market </li></ul></ul><ul><li>What brand comes to your mind when you want to get coffee? (Ranking) </li></ul><ul><ul><li>1 st Starbucks </li></ul></ul><ul><ul><li>2 nd Biggby </li></ul></ul><ul><ul><li>3 rd McDonald’s </li></ul></ul><ul><ul><li>4 th Sparty (MSU) </li></ul></ul><ul><ul><li>5 th Grand River Café </li></ul></ul><ul><ul><li>6 th Cold Stone </li></ul></ul>
  6. 7. Survey Results 64.6% 35.4% Over half of the respondents have tried McDonald’s beverages <ul><li>Information resource </li></ul><ul><li>TV </li></ul><ul><li>In-store adverts </li></ul><ul><li>Friends </li></ul>12.3 13.7 58.9 17.8 23.3 41.1 8.2
  7. 8. S.W.O.T Strengths Weaknesses Opportunities Threats <ul><li>High brand recognition </li></ul><ul><li>High brand loyalty suggests potential success of new products </li></ul><ul><li>Negative brand image of junk food </li></ul><ul><li>Low brand identification of beverage promotion campaign </li></ul><ul><li>Low expertise and loyalty of employees </li></ul><ul><li>Failed initial launch </li></ul><ul><li>Growing fast food industry reveals potential profit of new products </li></ul><ul><li>Fast speed of beverage service attracts larger marketplace </li></ul><ul><li>Successful competitors leave limited market share for McDonald’s </li></ul><ul><li>Customers transfer to other substitutes </li></ul><ul><li>Changing consumers bring more challenges </li></ul>
  8. 9. Target Audience <ul><li>18-35 year olds of every race </li></ul><ul><li>Require quick coffee/beverages </li></ul><ul><li>Fast-paced lifestyle </li></ul><ul><li>Want speed and convenience </li></ul>
  9. 10. The Big Idea <ul><li>Our advertising will affirm that McDonald’s is the premiere beverage destination for fast-paced lifestyles by re-evaluating the importance of saving time </li></ul><ul><li>Key Insights </li></ul><ul><ul><li>People do not have enough time to do what they want </li></ul></ul><ul><ul><li>McDonald’s inherent quality of speed </li></ul></ul><ul><li>Objectives </li></ul><ul><ul><li>Increase brand awareness of McCafé </li></ul></ul><ul><ul><li>Increase first time trials </li></ul></ul><ul><ul><li>Cause customers to re-evaluate their time </li></ul></ul>
  10. 11. The Big Idea <ul><li>Take Away Messages </li></ul><ul><li>McDonald’s is the quickest choice when deciding on a beverage. Because of this, McDonald’s McCafé will save you time and provide you a delicious drink. </li></ul><ul><li>Why this will work </li></ul><ul><ul><li>Emotional appeal: understanding, reliability, dependability, and create a personal relation </li></ul></ul><ul><li>Tagline </li></ul><ul><li>We know you’re busy, that’s why we’re quick. </li></ul>
  11. 12. Creative - Print
  12. 13. Creative - Print
  13. 14. Creative - Spadea
  14. 15. Creative - Spadea back front
  15. 16. Creative - Direct Mail Front Back
  16. 17. Creative - Radio McDonald’s McCafé “ The Busy Bumblebee” :30 12/3/2009 Indigo
  17. 18. Creative - Television
  18. 19. Creative - Outdoor
  19. 20. Creative - Ambient
  20. 21. Creative - Website
  21. 22. Creative – Facebook & Twitter
  22. 23. Creative - Banner Ads
  23. 24. Creative - In-store Poster
  24. 25. Creative - Mobile
  25. 26. Media Flowchart Media Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Television <ul><ul><li>TV Spots (30 seconds) </li></ul></ul>Radio <ul><ul><li>30 seconds </li></ul></ul>Newspaper <ul><ul><li>Spadea advertising package </li></ul></ul><ul><ul><li>Normal advertising format </li></ul></ul>Magazine <ul><ul><li>Full page advertisement </li></ul></ul>Outdoor <ul><ul><li>Billboard </li></ul></ul><ul><ul><li>Bus station </li></ul></ul>Direct Mail <ul><ul><li>Special package with coupon </li></ul></ul>Digital Media <ul><ul><li>The Busiest Person In America </li></ul></ul><ul><ul><li>Banner ads (for contest) </li></ul></ul><ul><ul><li>Facebook fan page (for contest) </li></ul></ul><ul><ul><li>Twitter page (for contest) </li></ul></ul>Mobile Marketing <ul><ul><li>Order by texts </li></ul></ul>
  26. 27. Thank You!