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Statutory Warning

This presentation is likely to induce hunger pangs The presenter takes no responsibility for the same


“Breakfast With Malishka & Nitin”

McDelivery (McDonald’s home delivery service)

Best Media Innovation Radio


Why do we go to McDonald’s !?!


Meet the Gupta’s…


What do the Gupta’s enjoy at McDonald’s???


McChicken is my favourite

I Love Filet O Fish

I cant resist the french fries I crave for the Happy Meal


What Gupta family enjoys the most is “McDonald’s experience”… s ’ t a h T & e h t e g n e l l a ch


McDonald’s is “NOT JUST A PLACE FOR GOOD FOOD”, but is also about “THE EXPERIENCE”


McDonald’s

McDonald’s


In-store

Home


Excitement

Convenience


McDelivery’s path to success was wounded by the apprehensions of the Gupta family..

They feared ordering at home would mean losing the McDonald’s store experience


Deliver i n store experien ce at home

Establish fun and convenience

Life Style Positioning


Media Insight The intrinsic brand proposition can be demonstrated best on media when its • • • •

Involving Impromptu Real time & exhibited by “somebody like me personality”


The Question was WHAT could motivate the Gupta’s to bring home the McDonalds experience


Radio to the Rescue Aural description Stirs images

Generates WOM

RJ credible & Identifiable endorsers

Momentum and scale of a drive

Interactive medium


Media Solution Reality form of Advertising on Radio

Recreating the occasions, gatherings and fun of McDonald’s on Radio


Communication Goal

Creating sensorial persuasion of the brand

Personifying the McDonald’s experience, within the comfort of the Gupta household


Red FM partnered in McDonald’s effort by lending the support of their most popular RJ’s


A One hour segment

“Breakfast with Malishka and Nitin� was designed in Mumbai and Delhi for an entire month during the Morning Prime-Time


Execution • RJ Nitin and Malishka call for entries from listeners – “Moment of Fame”

• RJ along with listener placing live order


Execution • Emulating aural simulation through the sensory. • A first person experience of the service • High saliency for the helpline number and spotlight on key product offerings


Path from McDonalds in-store to Home Experience

3. Placing the order 4. Relishing fresh food 1. Family Get - together 2. Group deciding order


What makes this idea a winner ???


Over 20% growth in McDelivery service call-in was registered within a week launch of the activity


McDelivery Brand scores went up by 20%


A live/ real time service demonstration on radio


NON-SERMONIZING MESSAGE Absorption at the DISCRETION of the consumer


Over 1800 SMS requests were received for participation in the very 1st week of the contest


Gupta family began ordering McDonald’s food at home… Bringing home the “Mc experience”

Hello.. Mc Delivery..


Next time hunger strikes ‌remember McDonalds experience is just a phone call away.

Please call 66000666 for McDelivery


Thank You


CAS ES T UDI E S Di s c l a i me r : Th i sc a s es t u d yi sf o ri n f o r ma t i o n a l p u r p o s eo n l ya n df o ra n yd e t a i l sc o n t a c t : s h e k h a r @ma d i s o n i n d i a . c o m

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