The World’s Biggest Breakfast was presented by Andrea Lee, Director, Marketing APMEA, McDonald’s Corporation and Patrick Rona, President of Tribal Worldwide Asia Pacific & Chief Digital Officer of DDB Group Asia Pacific at #adtechasean

1. THE WORLD’s BIGGEST BREAKFAST
DANIEL LEE - DIRECTOR OF DIGITAL PROJECTS, MCDONALD’S APMEA
RICHARD MOREWOOD - REGIONAL BUSINESS DIRECTOR, DDB WORLDWIDE

2. bring an entirely new level of everyday convenience
and fun to the world, and grow our business in the process
Everyday
Convenience
Everyday
Fun
VISION

3. A growth opportunity across the region
WHY (NOT) BREAKFAST?
VS

4. Increase
customer loyalty
over time around
Breakfast
HIGHER
LOYALTY
Drive more
trial of
Breakfast
products
Drive GCs &
increased
sales
MORE
TRIAL
Enable easier,
better, happier
mornings,
everyday, for
everyone
MORE BRAND
ENGAGEMENT

5. MOST PEOPLE DON’T
BELIEVE THEY WERE
BORN TO BE
‘MORNING PEOPLE’

6. I am not me in
the mornings
McDonald’s
gets you back
to 100% you
“Wake up your
morning
person”
Insight
Proposition
Positioning Line

7. WE PUT A LITTLE
I N Y O U R
M O R N I N G S

8. GOOD FOOD GOOD MOOD
BROUGHT TO
YOU BY GOOD
P E O P L E
TO ENABLE EASIER, BETTER, HAPPIER
MORNINGS - EVERYDAY, FOR EVERY ONE –
AND THEREFORE DRIVE BREAKFAST SALES
AND BRAND ENGAGEMENT.

10. Free Egg McMuffin – try it to love it!
Our People who proudly serve – feel it!
Doing good in the community – like it!

11. How do you get 2 million eggs
to 2,000 stores across 20 countries for a single day?

12. WAKE UP !
CHECK ON
EMAIL07:00
07:15
GET READY
FOR WORK
07:30
COMMUTE
TO WORK
08:00
GRAB B’FAST
08:00
ARRIVE AT
WORK
09:00
CHECK
EMAIL,
SURF WEB
09:30
MORNING
BREAK
11:00
REST OF DAY
11:30 – 18:00

14. The
McDonald’s
Surprise Alarm App

15. EXAMPLE CONTENT

17. CONTENT ARCHITECTURE
1) A surprise to wake up the morning person inside you.
2) A mobile platform that provides daily surprises so people
(a) look forward to waking up in the morning, and
(b) have a reason to visit McDonald’s
Creative
Idea
Drive trial/patronage
so people go in-store
Sustain engagement
so people keep using the
app
Drive sharing
so more people download
the app
Collectively, the
pieces of content in
the app must...
• Pass the five-second “Will I get it when I just woke up?” test
• Be entertaining or valuable
• Create an emotional response to lift mood
• Be funny, heartwarming, amazing, trendy or contextual
• Not get people to expect freebies/permanent discounts to the extent
that McDonald’s margins get eroded or its perceived value drops
Every piece of
content must...

18. FINDING THE CONTENT PILLARS
Brand Mission
& Creative Idea
Category Consumer
Content
Pillars

19. STARTING WITH BRAND MISSION
Brand Mission &
Creative Idea
Category Consumer
“It’s about good food, good mood and starting
something new.”
good food
good mood

20. DEFINING THE CREATIVE IDEA
Brand Mission
& Creative
Idea
Category Consumer
Receiving something from
someone you don’t expect
an unexpected or
astonishing event, fact, etc.
“It’s more than recommendation or discovery.
It’s the immense satisfaction of receiving
something at the right time and place, having not
even realized that you wanted it.”
surprising
delightful
unexpected
satisfying

21. OBSERVING THE CATEGORY
Brand Mission &
Creative Idea
Category Consumer
Christmas Surprise: WestJet released
a YouTube video of how passengers
were given gifts upon flight arrival
they asked for when departing, from
Santa.
KLM Surprise: KLM committing small
acts of kindness because they wanted
to discover how happiness spreads
Using social media channels,
the VA team looked for
those having a dreary,
ordinary day and need a bit
of FITFOO in their lives.
From there the teams made
special deliveries.
#FITFOO (Flying in the Face
of Ordinary)
disrupt
share

22. UNDERSTANDING THE CONSUMER
Creative Idea
&
Brand Mission
Category Consumer
Christmas Surprise: WestJet released a
YouTube video of how passengers
were given gifts upon flight arrival they
asked for when departing, from Santa.
positive
motivating
morning
phone

23. CONTENT PROPOSITION
Christmas Surprise: WestJet released a
YouTube video of how passengers
were given gifts upon flight arrival they
asked for when departing, from Santa.
“Our surprise content should be
positive, motivating surprises to
wake your morning person.”

24. CONTENT PILLARS
Content Proposition
Our Everyday Surprise content
should be positive, motivating
surprises to wake your morning
person.
Single-minded message that all pieces
of content should have
Mornings
Positivity
Motivation
to do more
Areas of Focus
Areas of content that
McDonald’s can own
Feel-good happy
Content Pillars
Morning sunshine!
Get up and go
Comprehensive, big pieces of
content that help drive
marketing objectives

25. CONTENT THEMES
Content
Pillars
Morning Sunshine Get up and Go! Feel-good happy
Role
To condition users to think that
morning and waking up
early is wonderful
To inspire and motivate users to take
charge of their mornings and days
To put users in a light and happy mood
the moment they wake up
What does it
mean?
Depictions of how wonderful the
morning can be
Ideas and inspiration to supercharge
the day ahead!
Good news and great sounds to give you
a shot of happiness
Themes
Morning Scenes / Views
(Sunrise, views from windows)
Quick and easy workouts to
jumpstart the morning
Happy songs (Sony + Creation)
Positive Morning Truths
Life hacks for your morning or daily
routine
Quotes on happiness, creativity,
productivity, passion, seizing the day
The McD Morning Acts
(e.g. singing hotcakes/stopmotion
products)
-
Mini-challenges
(Surprising tasks)
News about
charitable/heartwarming/kind actions
around the world or near you
- Group Challenges
Warm a Heart
(Ways to lend a hand to people around
you)
- -
3 most recent ‘feeling
happy/blessed/grateful” updates from
Facebook friends (TBC - Depends on
Tech)

26. EXAMPLE CONTENT

27. EXAMPLE – MORNING SUNSHINE

28. EXAMPLE – MORNING SUNSHINE

29. EXAMPLE – GET UP ‘N’ GO

30. EXAMPLE - GET UP ‘N’ GO

31. EXAMPLE – FEEL GOOD HAPPY

32. EXAMPLE – FEEL GOOD HAPPY

33. EXAMPLE - COUPON

34. QUICK UX DEMO

35.  #1 among Free Apps
 #1 Free App in the Food & Drink
Category
 #1 Free App in the Lifestyle category

• #1 Free App in the Lifestyle
Category
• #3 among Free Apps (SG), #13
(TW)
RESULTS

36.  Taiwan (as of week 7):
 Downloads: 852K
 Engagement: 55% of app users are engaging with
app one or more times per week
 In-App redemption rate: 16-20%

 Singapore (as of week 13):
 Downloads: 514K
 Engagement:Active users 42.5% are engaging with
app 3 or more times per week
 In-App redemption rate: 16-20%
RESULTS

37. THANKYOU