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

1,260 views
1,157 views

Published on

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).

Published in: Travel
1 Comment
0 Likes
Statistics
Notes
  • Nice presentation !
    Videos are not working ? Or where can I find links ?

    Thx
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total views
1,260
On SlideShare
0
From Embeds
0
Number of Embeds
12
Actions
Shares
0
Downloads
76
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide

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

  1. 1. McDonald’s France: “Come As You Are” Campaign MATTHIEU de LESSEUX FOUNDER AND CEO DUKE / RAZORFISH PARIS
  2. 2. McDonald’s in France
  3. 3. McDonald’s in France IN FRANCE, THE HOME OF GASTRONOMY, GOING TO McDONALD’S ISN’T THE PREFERRED OPTION. IT’SJUSTSEEN AS PRACTICAL.
  4. 4. McDonald’s in France BUT, FRANCE IS SECOND IN TERMS OF BUSINESS AND PROFITABILITY AFTER U.S.
  5. 5. McDonald’s in France THAT EQUALS 2 MILLION CUSTOMERS PER DAY, BUT ONLY 50 % OF THEM OPENLY LIKE THE MCDONALD’S BRAND
  6. 6. McDonald’s in France ALMOST EVERYONE GOES THERE (87 % OF PENETRATION), BUT FEW ADMIT IT
  7. 7. Stakes
  8. 8. Stakes MAKE 66 MILLION FRENCH FOOD LOVERS OPENLY PROUD TO GO TO MCDONALD’S
  9. 9. Stakes NOT BY SHOWING THEM A DELICIOUS HAMBURGER!
  10. 10. Stakes MCDONALD’S IS ONE OF THE ONLY PLACES IN FRANCE WHERE THE FRENCH CAN BE THEMSELVESWITHOUT BEING JUDGED
  11. 11. Stakes MCDONALD’S IS A RESTAURANT WHERE THEY CAN EAT WITH THEIR FINGERS AT ANY TIME DRESSED AS THEY WANT WITH NOISY CHILDREN
  12. 12. Stakes MCDONALD’S IS A RESTAURANT WHERE EVERYONE IS WELCOME
  13. 13. The Print and TV Idea FROM EURO RSCG BETC IN PARIS
  14. 14. Print and Outdoor Page 15© 2009 Razorfish. All rights reserved.
  15. 15. Print and Outdoor Page 16© 2009 Razorfish. All rights reserved.
  16. 16. TV Films Page 17© 2009 Razorfish. All rights reserved.
  17. 17. The Digital Idea FROM DUKE / RAZORFISH IN PARIS
  18. 18. 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
  19. 19. Digital Idea: How to express the offline campaign? LET’S SHOW CUSTOMERS BEING TURNED AWAY
  20. 20. Internet Films Page 22© 2009 Razorfish. All rights reserved.
  21. 21. Internet Films Page 24© 2009 Razorfish. All rights reserved.
  22. 22. Internet Films Page 26© 2009 Razorfish. All rights reserved.
  23. 23. The ROI
  24. 24. Results 7.7 % INCREASE IN SALES SINCE CAMPAIGN LAUNCH
  25. 25. Results 2,335,000 VIRAL VIEWS
  26. 26. Results 150 000 GOOGLE INDEX
  27. 27. Results A HUGE POSITIVE DISCUSSION OVER THE BLOGOSPHERE (OVER 900 WEBSITE MENTIONS)
  28. 28. Results MORE THAN 100 UCG OF HIDEN CAMERA
  29. 29. Results THE GRAND PRIZE OF YOUNG ADULT MARKETING CAMPAIGN 2008
  30. 30. MERCI BEAUCOUP MATTHIEU de LESSEUX FOUNDER AND CEO DUKE / RAZORFISH PARIS

×