Razorfish - Matthieu de Lesseux on Advertising as Entertainment (McDonald's France)
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Razorfish - Matthieu de Lesseux on Advertising as Entertainment (McDonald's France)

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Big Idea 5: Advertising as Entertainment was delivered by Duke's (Razorfish) Matthieu de Lesseux on April 22, 2009, at the 9th Annual Razorfish Client Summit (#rzcs on Twitter).

Big Idea 5: Advertising as Entertainment was delivered by Duke's (Razorfish) Matthieu de Lesseux on April 22, 2009, at the 9th Annual Razorfish Client Summit (#rzcs on Twitter).

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Razorfish - Matthieu de Lesseux on Advertising as Entertainment (McDonald's France) Razorfish - Matthieu de Lesseux on Advertising as Entertainment (McDonald's France) Presentation Transcript

  • McDonald’s France: “Come As You Are” Campaign MATTHIEU de LESSEUX FOUNDER AND CEO DUKE / RAZORFISH PARIS
  • McDonald’s in France
  • McDonald’s in France IN FRANCE, THE HOME OF GASTRONOMY, GOING TO McDONALD’S ISN’T THE PREFERRED OPTION. IT’SJUSTSEEN AS PRACTICAL.
  • McDonald’s in France BUT, FRANCE IS SECOND IN TERMS OF BUSINESS AND PROFITABILITY AFTER U.S.
  • McDonald’s in France THAT EQUALS 2 MILLION CUSTOMERS PER DAY, BUT ONLY 50 % OF THEM OPENLY LIKE THE MCDONALD’S BRAND
  • McDonald’s in France ALMOST EVERYONE GOES THERE (87 % OF PENETRATION), BUT FEW ADMIT IT
  • Stakes
  • Stakes MAKE 66 MILLION FRENCH FOOD LOVERS OPENLY PROUD TO GO TO MCDONALD’S
  • Stakes NOT BY SHOWING THEM A DELICIOUS HAMBURGER!
  • Stakes MCDONALD’S IS ONE OF THE ONLY PLACES IN FRANCE WHERE THE FRENCH CAN BE THEMSELVESWITHOUT BEING JUDGED
  • Stakes MCDONALD’S IS A RESTAURANT WHERE THEY CAN EAT WITH THEIR FINGERS AT ANY TIME DRESSED AS THEY WANT WITH NOISY CHILDREN
  • Stakes MCDONALD’S IS A RESTAURANT WHERE EVERYONE IS WELCOME
  • The Print and TV Idea FROM EURO RSCG BETC IN PARIS
  • Print and Outdoor Page 15© 2009 Razorfish. All rights reserved.
  • Print and Outdoor Page 16© 2009 Razorfish. All rights reserved.
  • TV Films Page 17© 2009 Razorfish. All rights reserved.
  • The Digital Idea FROM DUKE / RAZORFISH IN PARIS
  • Digital Idea: How to express the offline campaign? LET’S TWIST IT LET’S SHOW FRANCE HOW IT WOULD BE IF YOU COULDN'T COME AS YOU ARE… TO MCDONALD’S
  • Digital Idea: How to express the offline campaign? LET’S SHOW CUSTOMERS BEING TURNED AWAY
  • Internet Films Page 22© 2009 Razorfish. All rights reserved.
  • Internet Films Page 24© 2009 Razorfish. All rights reserved.
  • Internet Films Page 26© 2009 Razorfish. All rights reserved.
  • The ROI
  • Results 7.7 % INCREASE IN SALES SINCE CAMPAIGN LAUNCH
  • Results 2,335,000 VIRAL VIEWS
  • Results 150 000 GOOGLE INDEX
  • Results A HUGE POSITIVE DISCUSSION OVER THE BLOGOSPHERE (OVER 900 WEBSITE MENTIONS)
  • Results MORE THAN 100 UCG OF HIDEN CAMERA
  • Results THE GRAND PRIZE OF YOUNG ADULT MARKETING CAMPAIGN 2008
  • MERCI BEAUCOUP MATTHIEU de LESSEUX FOUNDER AND CEO DUKE / RAZORFISH PARIS