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Semelhante a Adtech 2013 Upsize Me - Serving Creative Innovation With Fries
Semelhante a Adtech 2013 Upsize Me - Serving Creative Innovation With Fries (20)
Adtech 2013 Upsize Me - Serving Creative Innovation With Fries
- 1. @danlee888 UPSIZE ME: SERVING CREATIVE INNOVATION WITH FRIES DANIEL LEE DIRECTOR - DIGITAL PROJECTS APMEA, McDONALD’S
- 5. @danlee888 It’s OK, your customers have ATTENTIONITIS SYMPTOMS Attention span of a mosquito Relentless Digital Overload Tragically Cynical TREATMENT Imagination grabbing innovative creative that’s worth spending time with!!
- 6. @danlee888 Without Creative Innovation you will mostly be ignored and you will be wondering why you need more budget to get the same result as before. And if you’re not doing it, then your other competitors will, and they will eat your market share while you look at cat pictures on Facebook.
- 10. @danlee888 ALMOST 70YEARS OF BUYING ATTENTION
- 11. @danlee888 WHO IS MCDONALD’S? 75 1 Billion 18
- 12. @danlee888 WHO IS MCDONALD’S? 75 1 Billion 18 Burgers sold every second Customers served every 2 weeks Countries offering McDelivery
- 14. @danlee888 WHO IS MCDONALD’S? MEDIA INFLATION FOOD PERCEPTIONS AWAY FROM STORE As much as +51% to reach same audience Governments, lobby groups and individuals challenging quality Growth in channels away from the restaurant
- 15. @danlee888 RADICALTRANSPARENCY From guarded to active – we do more than open our doors, we invite people in. From shouting to social – we put engagement at the core. From image to reality – we use the truth to set ourselves free. From lagging to leading – we are risk-taking, bold, trend- setting, visionary.
- 17. @danlee888 SOCIAL MEDIA SCARIES How can we control the conversation? How do we respond in real time? Will this ever get past the Legal department? Will this be front page news - for the wrong reasons?
- 23. @danlee888 SUPPORTED WITH FEATURED VIDEO CONTENT http://www.youtube.com/watch?v=oSd0keSj2W8
- 26. @danlee888 TONE OFVOICE What it is What it isn’t Personal, Friendly Intimate Informative, Knowledgable Know-it-all Factual Robotic Confident Corporate
- 27. @danlee888 INSIGHTS 54% OF BEEF QUESTIONS DIDN’T BELIEVE THE “100% BEEF” CLAIM 65% OF CHICKEN QUESTIONS ASKED ABOUT WHAT WAS IN THE NUGGETS
- 28. @danlee888 RESULTS Double digit growth in key brand measures, e.g. “Food I feel good about eating”, which drive sustainable long term sales impact. 19,000 Questions Answered 10 million web sessions, average of 4 minutes duration
- 29. @danlee888 SOCIAL MEDIA: CREATIVE INNOVATIONTAKE OUTS We created a transparency platform to take the truth, socialize and amplify it. Present the content in a compelling, multi platform way - text, images, video, with responsive design. Don’t always have to be proactive: Listening and reacting demonstrates sincerity.
- 30. @danlee888 SOCIAL MEDIA: CREATIVE INNOVATION CHALLENGE What burning questions do your customers have? How could you get them to ask, and then answer them truthfully and compellingly?
- 33. @danlee888 IS IT STILLYEAR OFTHE MOBILE? Source: Mary Meeker, KPCB Internet Trends D11Conference
- 34. @danlee888 WHY IS MOBILE CRITICAL? The most intimate and personal channel we can access. Big Data: Location, Usage, Profile = data driven marketer’s wet dream. Deliver portable, rich brand experiences, on demand.
- 35. @danlee888 HOW DO WE GET ONTO THE MOBILE? CONVENIENCE & USEFULNESS ENTERTAINMENTINTERRUPTION
- 37. @danlee888 TRACK MY MACCA’S 50% of Australian customers do not believe McDonalds uses good quality ingredients. TrackMyMacca’s is an app that brings to life a personalised digital experience about the food you’re eating right now. SOLUTIONPROBLEM
- 38. @danlee888 GETTHE APP, SCANTHE BOX
- 39. @danlee888 AN INTERACTIVE DIGITAL STORY UNFOLDS...
- 40. @danlee888 INTEGRATED MESSAGINGTO BUILD BUZZ Web / Facebook Page Influencer Seeding Mobile Ads In store Out of home PR
- 41. @danlee888 MOBILE: CREATIVE INNOVATIONTAKE OUTS Customer expectations of mobile experiences are SUPER HIGH - bring “magic”! Doing mobile well takes a tremendous amount of work: allocate extra time and budget.Test. Test. And test again. Crossing digital and physical channels helps to build much more powerful and memorable brand experiences.
- 42. @danlee888 MOBILE: CREATIVE INNOVATION CHALLENGE If you knew the location of your customer, how would you communicate to them differently? How can you offer increased convenience and utility to your customers via mobile?
- 43. WRAPPING UP
- 44. @danlee888 CREATIVE INNOVATION NEEDED TO BEAT ATTENTIONITIS RADICAL TRANSPARENCY AS A COMMUNICATIONS PHILOSOPHY CROSSING DIGITAL & PHYSICAL BOUNDARIES IN MOBILE FOR IMPACT
- 45. @danlee888 3 C’S FOR CREATIVE INNOVATION CATSCOURAGECHALLENGE
- 46. @danlee888 CONVICTIONCOURAGECHALLENGE 3 C’S FOR CREATIVE INNOVATION
- 47. @danlee888 CONVICTIONCOURAGECHALLENGE 3 C’S FOR CREATIVE INNOVATION There is always a better way Don’t kill a big idea to be safe Sell in creative innovation at all levels * Cats optional
- 48. @danlee888 QUESTIONS? Daniel Lee Director - Digital Projects APMEA McDonald’s @danlee888 http://sg.linkedin.com/in/daniellee888 You have been upsized to Japan’s Mega Potato.... it’s for sharing!!