McD 25th Anniversary Media Recommendation
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1) McDonald's is celebrating its 25th anniversary in Indonesia and launching an integrated campaign called #KenangBersamaMcD to thank loyal customers. 2) The campaign will include TV, radio, print, digital, OOH, and event activations from January 2016 to December 2016. Key events include a launch event in August and a music concert in November. 3) The target audiences are teens, young adults, and adults who were kids or teenagers in the 1990s and have nostalgic memories of McDonald's from that time period. The campaign aims to trigger nostalgia and memories through shared experiences on social media.
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McD 25th Anniversary Media Recommendation
- 2. To say thank you to Indonesian consumer, for being a loyal McDonald’s customers for 25 years and to pick McDonald’s as their favorite family QSR. (McDonalds was 25 years exist ; building word of mouth trend in social media that talking about #KenangBersamaMcD dulu dan sekarang) 1st Jan – 13th Feb 2016 1. Introduction to Campaign 3. Maintain (Introduction Indonesia Ethnicity design on Packaging, Running activation integrated campaign #KenangBersamaMcD) 14th Aug - 09th Nov 2016 2. Launch Event (Main Area #KenangBersamaMcD) 10th Nov 2016 4. Event Maintain 11th Nov – 31th Dec 2016 5. Maintain (Launch Application McDonald`s, Introduction to Augmanted Reality, Start campaign #KenangBersamaMcD) 14th Feb 2016 Campaign Phase Objective
- 3. Kualitatif Qualitative Result Conclusion N total = 30 Total Male = 13 Female = 17 Teen category = 6 Adult = 22 Adult and Above = 2 Location = Jabodetabek areas First time = In their childhood With who?(Priority scale) = Friends/Family/Couple Favorite menu = Ice Cream/Burger Budget = 50-150k Go to McD when craving for = Burger/Mc Flurry Memories = Clown(Ronald McDonald), Toys Sameness = Menu & taste Difference = Clown and Outlet interior Anniversary wishes = Discounts, free food Put it in 3 words = Im lovin it, Yummy, quick
- 4. Target Audience Families Students Professionals
- 5. Target 1: Teens Age 16-19 Male/female In their second of senior high school year, passionate about their future but also loving their past. Constantly reminded about what it’s like to be the late 90’s kid.
- 6. Target 2: Young Adults Usia 20-23 Male/Female In their college years, having fun with their friends while also thinking about their future. They are the not-so-late 90’s kids.
- 7. Target 2: Young adults and above Usia 24-34 Male/Female A first jobber, freshly graduated, the people in their 30s already having their first kid. They are the real 90s kids because they are born between the year of 1980-1990.
- 9. #KenangBersamaMcd Recall your old times memory with McD Big Idea
- 10. Media Strategy 1. Introduction to Campaign 3. Maintain Maintain their campaign #KenangBersamaMcD in every media usage for the activation and to inform the 25 years of McD anniversary main event, which is in November 10th 2016. 2. Launch McDonald’s 25th anniversary activation in Parkir Timur Senayan (tentative) there will be bazaar, McDonald’s stands, music performance, and attraction. 4. Event Hashtag launch #KenangBersamaMcD spreading their birthday stories, McDonald’s 25th through stories sharing, Videos, photos, and identical songs that relate to their target in many social medias and integrated medias support. Build curiosity through social media with intriguing contents by KOL with hashtag #kenangan #masakecil #reuni #bersama #nostalgia #pertamakali #surprise #happy #bersama #celebration #anniversary #love #mcdonaldsindonesia
- 11. Media Penetration 16-34 Urban
- 12. Media Role Media Primer TV : Build and create memories with Mc Donals. Digital : To build the understandings of McDonald’s campaign phase is to engage them to participate to the event. Event : To engage target audience to swoon in the nostalgic songs in the 90s. Application : To ease the target in knowing McDonald’s app and giving them entertainment (game). - Radio : The detailed information (campaign phase) and ajakan to engage in TVC, Digital and activation. - Magazine : Giving notices about the campaign peak and sharing cupons for the concert event. - Cinema : Picking the right movie for consumers to engage. - SMS Mobile : Menu promo or discounts that fits with on-the-run events. - Transit Ads : As a reminder campaign phase and promotional menu. - Billboard : As a reminder campaign phase and promotional menu.
- 13. Which Media TV Kompas TV 07.00 - 08.00 WIB Net TV 17.00 ‒ 20.00 WIB TransTV/7 19.00 ‒ 20.00 WIB SCTV 21.00 ‒ 22.00 WIB ANTV 16.00 ‒ 19.00 WIB Radio Prambors 16.00-20.00 WIB GenFM 14.00-16.00 WIB TraxFM 07.00-10.00 WIB DeltaFM 10.00-13.00 WIB SMS Ads SMS Peak/National day and Weekend Digital Instagram 7days Twitter 7days Facebook 7days Youtube Pre-roll 7days Cinema XX1 Weekend (Friday, Saturday, Sunday) CGV Blitz Weekend (Friday, Saturday, Sunday) OOH/Print Main route Intersection Main route to food courts/ McD counters Magazine Cinta Cinta Pre-Launching, Main Event Cinemagz Pre-Launching, Main Event Gadis Pre-Launching, Main Event Femina Pre-Launching, Main Event Kereta Hanging Alley Wain Top Door Panel Wain
- 14. 1. TVC Boost interest for McDonald’s awareness in remembering past time. 2. Radio To participate in the McDonald’s 25th anniversary launching. 3. Magazine To participate in the McDonald’s 25th anniversary launching Campaign Phase Per Quarter *January -March 4. Cinema Introducing the one year events sequence and to engage in the McDonald’s 25th anniversary. 5. Digital Create conversation with hashtags and KOL. 6. SMS To inform about the McDonald’s 25th anniversary events. 7. Billboard To create awareness about McDonald’s 25th anniversary 8. Application To ease the target in knowing McDonald’s app, giving them the chance to order online by app and giving them entertainment (game).
- 15. 3. Digital To engage the conversation using ashtags and photo tags from the target.. 4. SMS Promo that comes in for every customers who wears Batik in Friday and national day. 1. TVC The latest promo offers on national days. 2. Radio Further invitation to talk about the promos on national day Campaign Phase Per Quarter *April – June 5. Transit To draw interests and as a reminder for all available promos. 6. Billboard To draw interests and as a reminder for all available promos 7. Application Promo that comes in for every customers who wears Batik in Friday and national day
- 16. 3. Cinema Holiday theme launched when there’s a movie about memories and nostalgical 90s. 4. Digital KOL with the objective to engage and participate in the Independence Day. 5. SMS To engage the audience in the Independence Day promo. 1. TVC To tell the audience about the thematic campaign > BATIK and to participate in the independence day campaign promo. 2. Radio Further engagement in wearing Batik (Batikan) Indonesia also there is Mc Donalds music concert and available promos. Campaign Phase Per Quarter *July - September 6. Transit . To reach all of the audience in the thematic campaign, BATIK, the Independence Day promo 7. Billboard To reach all of the audience in the thematic campaign, BATIK, the Independence Day promo 8. Application Game that is launched with the thematic campaign, Independence Day and promotion offers daily.
- 17. 4. Cinema Inviting all the young audiences (movie lovers) to participate in the McDonalds’ music concert. 5. Digital Emphasizing the #KenangBersamaMcD and to relate them to the McDonald’s music concert. 1. TVC To engage all the young audiences to participate in the McDonald’s main event, the music performances. 2. Radio To engage the audiences in the McDonald’s music concert event. 3. Magazine To engage the audiences in the McDonald’s music concert event and offer available promos. Campaign Phase Per Quarter *October - December 6. SMS Getting target to participate with the McDonald’s music event. 7. Transit Giving infos to the audience about McDonald’s music concert, #KenangBersamaMcD 8. Billboard Giving infos to the audience about McDonald’s music concert, #KenangBersamaMcD 9. Event McDonald’s music concert, #KenangBersamaMcD with 90s famous singers and actors. 10. Application Application that ease the target audience in gaming (entertainment) and accessing McDonald’s menu before event or when the event is running.
- 18. GRPs TVC | AVG GRPs 206/week
- 19. Timeline Q1 Q2
- 20. Timeline Q3 Q4 Month Jul-‐16 Aug-‐16 Sep-‐16 Week 1-‐2 Jul 3 10 17 24 31 1-‐6 Aug 7 14 21 28-‐31 1-‐3 Sep 4 11 18 25-‐30 TVC Radio Independence Day Promo Magazine Cinema Holiday Digital SMS Independece Day Promo Transit Billboard Event ApplicaAon Maintain Event Maintain Month Oct-‐16 Nov-‐16 Dec-‐16 Week 1-‐Oct 2 9 16 23 30-‐31 1-‐5 Nov 6-‐9 Nov 10 11-‐13 Nov 20 27-‐30 1-‐3 Dec 4 11 18 25-‐30 TVC Radio Magazine Cinema Digital SMS Transit Billboard Event Konser Kenang Bersama McD ApplicaAon
- 21. TVC* 6.000.000.000 / One Year 30 % Radio 1.000.000.000 / 4 months 5 % Magazine 500.000.000 / 2 months 2.5 % Cinema 700.000.000 / 3 months 3.5 % Digital* 3.800.000.000 / 12 months 19 % SMS Mobile 200.000.000 / 2 months 1 % Transit Ads 1.000.000.000 / 6 months 5 % Billboard 1.800.000.000 / 10 months 9 % Event* 4.000.000.000 / a day 20 % Application* 1.000.000.000 / Full Operation 5 % Media Investment
- 23. Augmented Reality Apps • Download McD apps dari google atau playstore • Lakukan sejumlah pembelian pada outlet MCD • Scan dan capture gambar unik pada belakang struck MCD dengan menggunakan apps • Tukarkan hasil screenshoot gambar dengan tiket event yang akan diselenggarakan oleh MCD pada kasir.
- 24. TVC
- 26. Print Ad Sample
- 27. Cinema Sample
- 28. Billboard Sample
- 29. Train Ad Sample