download the PDF version - Strategy

GOLD ORIGINAL IDEA • GOLD TECH BREAKTHROUGH • GOLD TARGETING
McDonald’s takes on the skeptics
As people become more informed about
food production, the new battleground for
the QSR industry is the perception of food
quality. McDonald’s has long been confident
in its food, practices and procedures,
however consistently low food quality scores
revealed that some were not as confident.
The QSR found that food quality
advertising actually fuelled negative
perception, so McDonald’s enlisted Tribal
DDB to help target consumers who actively
question the provenance and nutritional
value of its food.
The only way people would start to
listen to McDonald’s was if it actively
acknowledged consumer concern during
the consideration and pre-shop phases of
their path to purchase. This insight led to an
integrated campaign across web, television,
in-store and outdoor that provided shoppers
who had questions with unfettered and
unfiltered access to the company.
A website allowed Canadians to ask any
food-related question they wanted, and
received answers within three days. The
brand created shareable video responses.
“Behind the scenes at a McDonald’s photo
shoot” achieved 8.1 million views, “What
is in the sauce that is in the Big Mac?”
garnered 2.5 million YouTube views and
“How McDonald’s Canada makes their
world famous fries” racked up close to 2.1
million at press time.
The brand received more than 18,000
questions, exceeding the campaign target
by 600%, and the site generated more than
five million Canadian interactions with an
average engagement of four minutes, and
over 13 million YouTube channel views.
Food quality perception metrics have
exceeded all expectations. An independent
study showed that the top three measures
for food quality perception among the
brand’s target improved by 70%, 31%
and 39%, respectively, translating into
increased pre-shop purchase intent.
The campaign also saw a startling
48% improvement in overall opinion of
McDonald’s among lovers, haters and
fence-sitters combined.
Credits: Client McDonald’s; Agency Tribal DDB; CD Louis-Philippe Tremblay; Strategists Jason Chaney, Kevin McHugh; CWs Ryan Lawrence, Ian McKenzie, Tiffany
Chung, Sanya Grujicic; ADs Benson Ngo, Derek Blais, Kara Wark, Amy French
SILVER ORIGINAL IDEA
Gotstyle reinvents online shopping
In today’s busy world, a man doesn’t
always have the time to shop in stores,
so Gotstyle The Menswear Store enlisted
its AOR Dorsey/Holme Experience to
extend shopping beyond the retail store by
leveraging the latest video chat technologies.
With Gotstyle’s video-based shopping
service, which launched in October 2012,
customers could video-call the store using
Skype or FaceTime, and connect directly
with an expert stylist to guide them through
a live shopping experience. After selecting
an outfit, the customer could pay via credit
card and request delivery anywhere in
Toronto’s downtown core.
The launch of the video shopping
service was supported by the “Naked
Man” YouTube video, which garnered
nearly 30,000 views online in less than
three weeks, and aired in rotation on the
main jumbo screen at World MasterCard
Fashion Week in Toronto. A shorter version
of the video also played in Cineplex theatres
prior to the premiere screening of the
James Bond film Skyfall and a “Naked
Man” Facebook and online videogame
launched in November to further promote
the service. The campaign has garnered
significant earned media, and consumers
embraced the video shopping service,
which subsequently led to significant
incremental revenues for the store.
Credits: Client Gotstyle The Menswear Store; Agency Dorsey/Holme Experience; CD Gary Holme; Strategist Stephen Dorsey; ADs Gary Holme, Jay Melnychuk;
CWs Gary Holme, Jay Melnychuk, Joseph Nanni
March 2013
29