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Young Lions CZ 2021 | Marketers 02

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Young Lions Czech Republic 2021 | MEDIA
www.younglions.cz

The only platform where young professionals can find out how good they are compared to their peers.
Powerful learning through experience by working under time pressure.

Young Lions develop ambition and the ability to create excellent communications solutions.

We can call them the national championship for brand communication professionals aged 30 or under.

They provide a unique opportunity to develop creative and personal excellence.


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Young Lions CZ 2021 | Marketers 02

  1. 1. & Want some extra time with that? McDonald‘s supports tree planting iniciative
  2. 2. The climate crisis is a race with time. How can this situation be rectified? CHALLENGE McDonald‘s Plant-for- the-Planet Children & Young adults The common goal is saving time …aims to save peoples‘ time during every day occasions …aims to save time in order to prevent climate catastrofy by planting trees …their future depends on the time they can spend on planet.
  3. 3. DATA AND RESEARCH Gen X Gen Z shared values and characteristics 16-30 y. o. life online need recognition and self-accomplishment willing to proactively donate money to sustainability environmental care try to shop and consume in a sustainable way (Simply5) 93 31 see deforestation as one of the key environmental problems (IPSOS) This segment represents the highest frequency McDonald‘s vistors.
  4. 4. TARGET AUDIENCE & INSIGHT I have a busy urban lifestyle and I am fighting time every day. I always dreamt about having a time machine, to have an extra minute, so I could use them wisely, as I was always told at school. If I had some extra time, I would do something meaningful for our planet and society. But I do not have that time. MacDalena 25 y. o. no kids environmentally concious, but not active busy lifestyle, juggling work, hobbies, social life
  5. 5. What do McDonald‘s, Plant-for-the-planet, and young adults have in common? All fo them fight time. McDonald‘s is there to serve fast food to people who want to save time. Our planets‘ time is also limited due to the lifestyle we maintain, therefore a risk for the current young generation, which needs to live in a decent environment. Hence the need to buy ourselves some time by planting trees, fighting time and delaying the increasing temperature change. And thus as a part of our „Million reasons why“ campaign McDonald‘s will support the Plant-for-the-Planet iniative. Why McDonald‘s? Because we are big enough to make a change. CREATIVE IDEA Different purpose, common goal… …fighting time …saving time …needing time
  6. 6. STRATEGY M C D Mean it. Contribute. Do it. Setting short and long term commitments. Active participation and support of reforestation. An immediate purchase of trees. By 2030 we want to shift 20 % of our logistics to train transportation. By 2022 replace all wooden cutlery by bran cutlery. Sales activation to increase tree plantation by launching a plant based burger. Featuring a Happy Meal programme with seeds collection instead of regular toys. For every plant based burger purchase one tree will be bought. By 2025 have an own established tree planting project via PFTP.
  7. 7. EXECUTION Mean it. Contribute. Do it. 5 mil. trees 30 The McDonald‘s Tree Project Switching wooden cutlery to bran. Launching own tree planting project. Gifting one tree per plant based burger.
  8. 8. KEY MESSAGE&COMMUNICATION THE TIME THE MONEY CAN BUY. HOW ARE YOU GONNA SPEND IT? Social media People sharing their moments of „extra 5 minutes“ Be the new „treefluencer“ – trees=followers OOH CLV with QR code and claim Only – In rush? Need some extra time? Click. – redirection to web PFTP Digital Owned media
  9. 9. Target group: Young, environmentally conscious, but not active adults Insight: Our lives are filled with constant need for more time with no possibility to stop and do something for our planet. Now the life of our planet is shortening quickly and we need to fight for more of it. Idea: Using the shared goal of saving time of children, young adults, Plant-For-The-Planet and McDonald‘s to support the tree planting initiative Key message: THE TIME MONEY CAN BUY. HOW ARE YOU GONNA SPEND IT? Strategy: Using short term, long term commitments, immediate action and product involvement. Execution: Featuring tree vouchers with every plant based burger purchase, dedicating Happy Meal programme to seed collection families can plant together and launching McDonald‘s own tree planting project within the Plant-For-The-Planet initiative. Communication: Social media activation, where we tackle the PTFP app as a social media platform. Interactive OOH media formats as well as digital placement and organic support on our owned channels.

Young Lions Czech Republic 2021 | MEDIA www.younglions.cz The only platform where young professionals can find out how good they are compared to their peers. Powerful learning through experience by working under time pressure. Young Lions develop ambition and the ability to create excellent communications solutions. We can call them the national championship for brand communication professionals aged 30 or under. They provide a unique opportunity to develop creative and personal excellence.

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