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McDonald's - McValue Lunch

BACKGROUND

Lunch hour is a highly competitive time spot in the QSR sector in Australia. We were tasked with the challenge of protecting McDonald’s lunchtime market share through the launch of McValue.

 

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INSIGHTS

Perceived value and product variety is a key consideration for lunch choices.

Our agencies planners used audience segmentation to determine – ‘Value conscious’ individuals aged between 25-39 year old.

Consumers are more prone to act on recency of message.

 

CAMPAIGN STRATEGY

Using a combination of location-targeted premium and network media, we drove consumers to play a 'Lunch Run' game we created within an ad unit. This was a HTML5 mobile destination created as a hub for all activity, designed to engage users at moments of downtime. The interactive ad explained the concept of the menu and showcased the range.

Via a GPS location feature built into the app, consumers were subsequently directed to their nearest McDonald’s.  

 

RESULTS

In order to best track the campaign performance, we integrated a full suite of analytics on the site to measure interaction direct from the source. The results achieved were above our expectations – especially dwell time which was over one minute.

We also generated thousands of McDonald's store look-ups.