The Challenge: Create content that engages the youth – on their terms
Youth is important to McDonald’s. That’s no secret. But how to make sure McDonald’s continues to be important to the youth too?
Generation Z is a notoriously tough crowd for brands. It’s best to reach them where they hang in ways that don’t force things down their throat – they get to choose what they want. So, we better make things relevant and entertaining.
This was the challenge facing us with marketing products with affordable price points – natural choices for the younger ages tight on money. The decision was to focus more on attracting the age group than talking about the products with some original programming.
The Idea: An on-the-road talk show via the McD drive thru
We created a branded talk show Kaistalla (Drivin’ Through) for the social media generations.
Our motor-mouth host Köpi Kallio picks up a celebrity guest, and drives them to the McDonald’s Drive Thru to treat them to a McD meal of their choice. All the while chatting about life, current events and, well, McDonald’s. Turns out our celebrity guests have an emotional connection to the world’s greatest fast food brand too.
The Results
The results of the campaign were great in the 16-24 target group:
After campaign results were:
+11 % Is a brand forsomeone like me
+9 % Intention to visit McDonald’s
+10 % Has Good Value For Money*
+30 % Has GreatTasting Food
47 % Said the episodes increased their interest in visiting McDonald’s
25 % Saw at least one episode
45 % Market share**
50 % Said the episodes increased their interest in using McDonald’s application*compared to previous year
**Market share among key competitors in the fast-food category
