THE WORLD’s BIGGEST BREAKFAST

DANIEL LEE - DIRECTOR OF DIGITAL PROJECTS, MCDONALD’S APMEA RICHARD MOREWOOD - REGIONAL BUSINESS DIRECTOR, DDB WORLDWIDE

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

A growth opportunity across the region

WHY (NOT) BREAKFAST?

VS

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

MOST PEOPLE DON’T

BELIEVE THEY WERE

BORN TO BE

‘MORNING PEOPLE’

I am not me in the mornings

McDonald’s gets you back to 100% you

“Wake up your morning person”

Insight

Proposition

Positioning Line

WE PUT A LITTLE

I N Y O U R

M O R N I N G S

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.

Free Egg McMuffin – try it to love it!

Our People who proudly serve – feel it!

Doing good in the community – like it!

How do you get 2 million eggs

to 2,000 stores across 20 countries for a single day?

WAKE UP !

CHECK ON

EMAIL 07:00

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

The

McDonald’s

Surprise Alarm App

EXAMPLE CONTENT

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...

FINDING THE CONTENT PILLARS

Brand Mission

& Creative Idea

Category Consumer

Content

Pillars

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

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

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

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

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.”

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

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)

EXAMPLE CONTENT

EXAMPLE – MORNING SUNSHINE

EXAMPLE – MORNING SUNSHINE

EXAMPLE – GET UP ‘N’ GO

EXAMPLE - GET UP ‘N’ GO

EXAMPLE – FEEL GOOD HAPPY

EXAMPLE – FEEL GOOD HAPPY

EXAMPLE - COUPON

QUICK UX DEMO

#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

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

THANK YOU