Big Idea 5: Advertising as Entertainment was delivered by Duke's (Razorfish) Matthieu de Lesseux on April 22, 2009, at the 9th Annual Razorfish Client Summit (#rzcs on Twitter).

1. McDonald’s France:
“Come As You Are” Campaign
MATTHIEU de LESSEUX
FOUNDER AND CEO
DUKE / RAZORFISH PARIS

2. McDonald’s in France

3. McDonald’s in France
IN FRANCE, THE HOME OF GASTRONOMY,
GOING TO McDONALD’S ISN’T THE
PREFERRED OPTION.
IT’SJUSTSEEN AS PRACTICAL.

4. McDonald’s in France
BUT, FRANCE IS SECOND IN TERMS OF
BUSINESS AND PROFITABILITY AFTER U.S.

5. McDonald’s in France
THAT EQUALS 2 MILLION CUSTOMERS PER
DAY, BUT ONLY 50 % OF THEM
OPENLY LIKE THE MCDONALD’S BRAND

6. McDonald’s in France
ALMOST EVERYONE GOES THERE
(87 % OF PENETRATION), BUT FEW ADMIT IT

7. Stakes

8. Stakes
MAKE 66 MILLION FRENCH FOOD LOVERS
OPENLY PROUD TO GO TO MCDONALD’S

9. Stakes
NOT BY SHOWING THEM A
DELICIOUS HAMBURGER!

10. Stakes
MCDONALD’S IS ONE OF THE ONLY PLACES IN
FRANCE WHERE THE FRENCH CAN BE
THEMSELVESWITHOUT BEING JUDGED

11. Stakes
MCDONALD’S IS A RESTAURANT
WHERE THEY CAN EAT WITH THEIR FINGERS
AT ANY TIME DRESSED AS THEY WANT WITH
NOISY CHILDREN

12. Stakes
MCDONALD’S IS A RESTAURANT
WHERE EVERYONE IS WELCOME

13. The Print and TV Idea
FROM EURO RSCG BETC IN PARIS

15. Print and Outdoor
Page 15© 2009 Razorfish. All rights reserved.

16. Print and Outdoor
Page 16© 2009 Razorfish. All rights reserved.

17. TV Films
Page 17© 2009 Razorfish. All rights reserved.

19. The Digital Idea
FROM DUKE / RAZORFISH IN PARIS

20. Digital Idea: How to express the offline campaign?
LET’S TWIST IT
LET’S SHOW FRANCE HOW IT WOULD BE
IF YOU COULDN'T COME AS YOU ARE…
TO MCDONALD’S

21. Digital Idea: How to express the offline campaign?
LET’S SHOW CUSTOMERS BEING
TURNED AWAY

22. Internet Films
Page 22© 2009 Razorfish. All rights reserved.

24. Internet Films
Page 24© 2009 Razorfish. All rights reserved.

26. Internet Films
Page 26© 2009 Razorfish. All rights reserved.

28. The ROI

29. Results
7.7 % INCREASE IN SALES SINCE
CAMPAIGN LAUNCH

30. Results
2,335,000 VIRAL VIEWS

31. Results
150 000 GOOGLE INDEX

32. Results
A HUGE POSITIVE DISCUSSION OVER
THE BLOGOSPHERE
(OVER 900 WEBSITE MENTIONS)

33. Results
MORE THAN 100 UCG OF HIDEN CAMERA

34. Results
THE GRAND PRIZE OF
YOUNG ADULT
MARKETING
CAMPAIGN 2008

35. MERCI BEAUCOUP
MATTHIEU de LESSEUX
FOUNDER AND CEO
DUKE / RAZORFISH PARIS