Best practice from OMD International
McDonald’s and sport. Sport and McDonald’s. In a lot of minds the two words do not sit comfortably together.
McDonald’s and obesity. Obesity and McDonald’s. This is a much more obvious association.
The challenge for McDonald’s was to change existing and established perceptions. Associations are not only a cause for concern for the brand but also for the parents.
‘C’est Quoi Ton Sport’ aimed to challenge this by promoting a wide variety of sporting activities through believable, interesting and engaging content.
Target Audience: Parents with kids
To a parent, their child is the most single important thing in their life.
A main concern for parents is that their child has enough physical activity but they also want their child to enjoy life and have fun.
Children and parents are apart during the day at school and work. Time spent together is in a leisurely environment and co-viewing of TV is a common trait among families.
OMD wanted to show parents that McDonald’s can be part of the FUN and activity for their kids. We wanted to make something that brought everything together in a form that engaged, inspired and jumped out at parents.
Some 66% of French people who have seen ‘C’est Quoi Ton Sport’ have a good opinion of McDonald’s (vs 50% for those who have never seen it)
McDonald’s legitimacy is reinforced: 63% of French people think that McDonald’s value sports
Opinion within the target group has increased by 6% of how McDonald’s do a good job to promote healthy lifestyles
Opinion has increased 4% of how McDonald’s fights against obesity issues
To see a video about this case study, click the link below
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