MCDONALD'S AUSTRALIA DAY

Silver Spike

Case Film

Presentation Board

ClientMCDONALD'S AUSTRALIA
ProductAUSTRALIA DAY MENU
EntrantDDB Sydney, AUSTRALIA
Type of EntrySales Promotion: Use of Media
CategoryA02. Best Use of Merchandising/In-Store Marketing
TitleMCDONALD'S AUSTRALIA DAY
Product/ServiceAUSTRALIA DAY MENU
Entrant Company DDB Sydney, AUSTRALIA
Advertising Agency DDB Sydney, AUSTRALIA

The Brief

McDonald’s Australia was looking to use the Australia Day celebrations as an opportunity to increase brand relevance and sales among Australians. As a company synonymous with America, increasing relevance to Australians when the country celebrates what it means to be Aussie was always going to be a challenge.

Describe how the promotion developed from concept to implementation

With an ultimate goal of increasing sales, McDonald’s Australia’s overarching business objective for this campaign was to drive brand love and relevance among all Australians, by celebrating Australia Day at their restaurants across the nation. Social media listening and consumer research was undertaken to understand the ways in which Australians embrace McDonald’s as a part of the community, which the business has been involved with for more than 40 years. Results revealed that Australia was the one place on earth where consumers called McDonald’s, ‘Macca’s’.

Describe the success of the promotion with both client and consumer including some quantifiable results

Aussies loved the signage so much that the Central Coast community petitioned McDonald’s to have a Macca’s sign installed in their area. The entire campaign generated 272 stories globally, across traditional media channels, mass conversation in social media and 11,006,836,424 PR impressions. Importantly, key messages were included in 100% of coverage, with 99.7% positive in tone. By the end of January, one of the world’s most iconic American brands had become one of Australia’s most loved brands, leading to a year on year sales increase of 6.7% for January.

Explain why the method of promotion was most relevant to the product or service

In Australia there’s no greater sign of acceptance than being given a nickname. Therefore, the best way for an American brand to become Australian was to embrace the nickname given to them by Australians – ‘Macca’s’. By handing the brand to the local community this American restaurant now felt owned by Australia.

Credits

Name Company Position
Cameron Hoelter Ddb Sydney Creative Director
Dylan Harrison Ddb Sydney Executive Creative Director
Zipporah Allen Mcdonald's Australia National Marketing Manager
Skye Oxenham Mcdonald's Australia Media Relations Manager
Paul Pontello Mcdonald's Australia Senior Brand Manager
Madeline Fitzpatrick Mcdonald's Australia Vp Director Of Marketing
Mark Lollback Mcdonald's Australia Cmo Anz
Nick Simkins Jungleboys Producer
Scott Pickett Jungleboys Director
Amy Hansen Ddb Sydney Tv Producer
Domenic Bartolo Ddb Sydney Designer
Chelsea Lamond Mango Sydney Account Executive
Melinda Parris Ddb Sydney Senior Business Manager
Sophie Collins Ddb Sydney Business Manager
Sara Tomonari Ddb Sydney Senior Business Director
Richard Morewood Ddb Sydney Managing Partner
Tina Alldis Mango Sydney Head Of Media Relations Strategy
Guy Lemberg Ddb Sydney Copywriter
Adam Ledbury Ddb Sydney Art Director
Richard Morgan Ddb Sydney Creative Director