Creative Brief: McDonald's Coupon Book


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Creative Brief: McDonald's Coupon Book

  1. 1. Taylor Olson Creative Brief McDonald’s Coupon Book
  2. 2. Contents 1 1 Project Description 2 2 Audience 3 3 Communication Objectives 4 4 Competition 5 5 Key Differences 6 6 Specifications 7 7 Tone 8 8 Key Proposition 9 9 Stakeholders 10-12 10 Appendices i
  3. 3. Project Description A coupon book to bring in customers to McDonald’s restaurants morning, noon, and night 1
  4. 4. Audience Adults with busy career lives that have little time to spend making or consuming meals. They are coffee drinkers who are interested in Mc- Donald’s sandwich items. They live in Minnesota, Western Wisconsin, Northeastern Wisconsin, and Upper Peninsula Michigan. They already purchase costly coffee beverages at coffee shops but are interested in quality coffee beverages at a cheaper price. 2
  5. 5. Communication Objectives Attract adult Midwestern coffee drinkers to buy coffee beverages at Mc- Donald’s instead of coffee shops by the use of coupons. Offer coupons on breakfast and lunch/dinner sandwiches to stimulate repeated visits to McDonald’s throughout the day. 3
  6. 6. Competition Burger King, Starbucks, and Subway. 4
  7. 7. Key Differences Most other fast service restaurants currently do not offer a coupon book with coupons specialized for morning, noon, and night consumption. This coupon book will be small and portable to encourage potential customers to carry coupon book in purse, shoulder bag, auto glove box, et al. 5
  8. 8. Specifications Coupons in book must be separated into three categories: breakfast, lunch, and dinner items. Each category will contain two food coupons and one coffee beverage coupon. Coupons from book will run until their expiration date, which will be 02/28/09 6
  9. 9. Tone Exciting, contemporary, trendy, straightforward, organized, and clean. Color palette for the book will be a mix of warm and cool contrast with more of the former. Some use of neutral hues in text 7
  10. 10. Key Proposition Affordable and quality items available morning, noon, and night 8
  11. 11. Xxxxx Arial Bold 14/16.8 pt Stakeholders McDonalds Corporation Xxxx xxxxxxxxx xxxxxxxxxx xxxxxxxxxx xxxxxx xxxxxxxx xxxxxxxxx James Skinner - CEO & Chairman xxxxxxx xxxxxxx Arial Reg 14/16.8 pt Leo Burnett Taylor Olson - Art Director Jason Frankena - Account Supervisor Grame Mahn - Production Designer 9
  12. 12. Appendix A Semantic Differential 10
  13. 13. Appendix B Sample Performance Objective At the end of 10 seconds a Midwestern attorney with a heavy shoulder bag around his neck at the counter of a McDonald’s located within an airport should be able retrieve a coupon book and detach a coupon in order to purchase coffee. 11
  14. 14. Xxxxx Arial Bold 14/16.8 pt Appendix C Comparative Revenues for Competition Xxxx xxxxxxxxx xxxxxxxxxx xxxxxxxxxx xxxxxx xxxxxxxx xxxxxxxxx xxxxxxx xxxxxxx Arial Reg 14/16.8 pt 12