Why Mcdonald's- I'm lovin it campaign is the best!

1. Ask nearly anyone in the United States, and the
citizens of numerous other countries around the
world, where “I’m Lovin’ It” comes from?
Everyone Knows it is
McDonald’s 2003 Global
Campaign--- More Popularly
known as the Tagline for
McDonald’s!

2. The McDonald's Corporation is the
world's largest chain of
hamburger fast food restaurants,
serving around 68 million
customers daily in 119 countries.

3. Situational Analysis
McDonald’s has been in the market for a long time!
Main
Competitors
Also economic, legal, technological, social
factor, retail environment has changed.
Those elements affect McDonald’s success
in the market.
In 2003, The global chief marketing
officer at McDonald’s Larry Light said
that “We lost relevance, the world
changed, but we didn’t.”

4. McDonald's hired Larry Light in 2003 to "fix
Marketing" after it posted its first-ever loss.!
Research revealed the brand was seen as:
 Childish;
 Service was slipping;
 Its restaurants looked out of date;
 It was taking the brunt of the blame for the
 West's growing obesity problem.
"This wasn't a five-year plan," Light says. "It was a
case of 'let's get on with it'. There was a sense of
urgency."
Had a Budget of $1.2 billion a
year!
And the bulk of it had gone on TV.

5. Objectives
 To rebuild customer relevance;
 Re-develop brand image;
 Increase market share;
 Increase Sales;
 Reaching the target audience;
 Creating awareness in the marketplace.
The idea was moving McDonald’s
Brand into a modern way that is fun
and exciting for customers worldwide.
The main idea was Re-Positioning the
Brand and changing its Target
Audience!
Wait

6. Strategy & Execution
A single set of commercials were used concurrently
around the world!
“I’m Lovin’ It” first appeared in Munich,
Germany, on September 2, 2003.
The first time the slogan was used was in a
commercial showing people all over the
world having fun and occasionally eating a
hamburger, finishing off with McDonalds’
“M” and the phrase “I’m Lovin’ It.”
Justin Timberlake performed the vocals. It was a series of 5 commercials.
Soon the slogan spread to all types of medium.

7. Target Audience Includes all nationalities and races!
The commercials originally targeted young
teenager/young adults, as shown by the age
of the actors in the commercials.
It spread to young families, shown by a
smiling mother with a baby (also smiling) on
her back. These people would mainly fit
under the “Generation Y” category, and
spreading a bit to the “Me Generation.”

8. Marketing Channels Used (to name a Few)!
Advertisements
-"Ball bag” ---an attempt to win back the hearts young adults!
---Features men and women of all ages and
colours pulling off a series of keep-up tricks using
a McDonald's bag screwed up into a ball!
-"Olympic effort" was McDonald's bid to build a
closer relationship with mothers.
-McDonald's has kept faith with its 39-year-old brand
mascot to reach children in a series of 15-second spots for
the Olympics
McDonald's bought the largest
billboard in France for the Salads Plus
launch!
Spray-painted trains in Hong Kong with "I'm
lovin' it" graffiti!

9. Results
 Awareness of "I'm lovin' it" in McDonald's top
ten countries is 86 per cent;
 89 per cent with young adults and 87 per cent
among “Moms“;
 Global sales up 7.8 per cent
(all within One Year of Launch)

10. Learnings:
 McDonald’s picked an amazing slogan!
 It doesn’t target a specific product, but the company as a whole.
 The success, through recognition and awareness, is phenomenal.
 McDonald’s does not advertise a lie and say that their food is the best for you. It simply
says “I’m Lovin’ It”.
 Their original campaign was a series of commercials to prompt people to buy their
products.
 Now, the phrase “I’m Lovin’ It” triggers a recognition and desire.
 They Rediscovered How to use old Media in New Ways!

11. By,
Soumya
Mukherjee