Big Mac - Mona Lisa - McDonald's Belgique
The 2nd copycat(er)
Neviot - Mona Lisa
But now this French-themed restaurant with mouth watering brie and an obsession with containers and dogs is a word-of-mouth sensation and always busy. In fact, they’re one of the few restaurants doing really well in the off-season“Business was so slow at that point, even during the tourist season, that we were wondering if we should call it quits.”
“When people have their dogs here, they talk to each other more, and it’s a completely different place.”
As an official sponsor of the Beijing Olympics McDonald’s were keen to find a way to join every Chinese person to the games. The McDonald’s slogan, “I’m loving it” was adapted to become “I’m loving it… China Win!”, a cheer to be used throughout the country.
A “cheering station” was designed, complete with webcam, microphone, interactive screen and web access. Every customer who went into the station could record their own video of a cheer for China and transfer the results to the McDonald’s China web site.
September 98: a few weeks after Frances victory over Brazil, McDonalds and their agency BDDP & TBWA used the fame, popularity and smooth head of Fabien Barthez for a campaign to promote the Mega Mac. For its re launch the product was called the burger of sportsmen, since with its four pieces of meat it was aimed at people with large appetites. Having used Michael Jordan in 1997, Mc Donalds, as partners in the World Cup and the French football team , had wanted to be the first brand to mount a campaign using one of the French team. But they did not want to be considered opportunist. The gamble paid off thanks to a creative and eye catching campaign ('the kiss' on television, 'The prayer' on posters) and Mega Mac exceeded commercial goals.
In September 1998 McDonalds suggested a campaign for the Mega Mac, a non-permanent product in McDonalds range. This burger was larger and more expensive than the others: it would allow McDonalds to increase the value of their transactions.
Since the Mega Mac had already appeared in restaurants in February 97, a re-launch was now needed to give the Mega Mac greater staying power than in the campaign of 97.
To increase turnover and profitability of McDonalds restaurants, reaching a strategic threshold of 200 Mega Macs sold per 1000 transactions (one transaction = one till receipt.)
To position the Mega Mac in the market as the Burger of sportsmen intended for large appetites.
In July 98 France awaited a happy event: The World Cup. McDonalds immediately saw public interest and signed a partnership with the French team. As they went along the French teams good results kept the association between the Mega Mac and football in peoples minds.
In September the agency recommended capitalizing on the fame of the French team who had won the World Cup two months previously on three conditions:
Thanks to the ritual of the kiss on his shaven head Fabien Barthez became the mascot of the French team. His personality made him one of the most popular players in the team. It seemed obvious to the agency to associate this man with the product.
Fabien Barthez became the spokesman for the Mega Mac which carried the fortunes of McDonalds.
It remained only to put in motion a creative strategy worthy of this great name.
The concept was to play on the head of Barthez and the famous kiss.
The media chosen for the period 3-20 September were:
Greater turnover, more profit and more sales than predicted.
255 Mega Mac sold per 1000 transaction, 49% more than in February 97
Increased turnover and profit for McDonalds restaurants of +4.1% and +344% respectively compared to the first launch in 97.
A creative campaign which people noticed and talked about.
An attribution score of 79% was the best Ipsos score of 1998 in all sectors.
The success of the campaign in publicizing Mega Mac led to a new campaign centered on Barthez being developed in March 99 (a film called 'Shaving')
The Mega Mac campaign is proof that endorsement of a product by a World Cup star, if it is creative and innovative (the first brand to use one) is a safe bet for effectiveness.
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