In the spotlight:
2023 Silver Effie
"Reviving Nostalgia: How Nord DBB 'Deals Stuck in Time' Campaign Reclaimed Mc Donald's Value Perception in Sweden"
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CAMPAIGN NAME
Deals Stuck in Time
CATEGORIES
Silver Best of Europe: Media Strategy & Idea
Bronze Best of Europe: Seasonal and Current Events
CLIENT
Mc Donald's Sweden
LEAD AGENCY
NORD DBB Sweden
CONTRIBUTING AGENCY
OMD Sweden; Prime Weber Shandwick
CAMPAIGN DESCRIPTION
The "Deals Stuck in Time" campaign, developed by NORD DDB Sweden for McDonald's, aimed to counteract the increasing competition from MAX, a local fast-food chain in Sweden. MAX had successfully built a perception of offering "value for money" among young Swedes through its app. To reclaim this market, McDonald's launched an innovative campaign allowing customers to redeem old deals by locating past outdoor ads through Google Street View or scanning current outdoor ads with unique QR codes. This approach was designed to increase app engagement and enhance the value perception of McDonald's.
THE CHALLENGE
McDonald's Sweden faced several critical challenges:
- Fierce Competition from MAX: MAX's app and special deals had gained significant traction, particularly among the younger demographic, establishing a strong value perception.
- Low App Engagement: McDonald's needed to boost app downloads and usage in a market where MAX had a head start.
- Crowded Media Landscape: The fast-food industry is highly competitive, with numerous campaigns competing for consumer attention, making it difficult for McDonald's to capture and retain interest.
THE STRATEGY
To overcome these challenges, NORD DDB Sweden employed a comprehensive strategy:
1. Leveraging Nostalgia:
- Encouraged customers to find old McDonald's ads on Google Street View to redeem historical deals, creating a nostalgic and engaging experience.
- This approach tapped into emotional connections and memories associated with past McDonald's advertisements.
2. Interactive and Engaging Media:
- Deployed a mix of physical and digital media, including outdoor ads featuring unique QR codes that could be scanned to unlock deals.
- Ensured a seamless user experience that integrated digital interactions with physical advertisements.
3. Comprehensive Media Engagement:
- Engaged audiences through social media platforms like YouTube, Instagram, Facebook, TikTok, and collaborated with influencers to amplify the campaign's reach.
- Created buzz and excitement around the campaign to drive app downloads and usage.
The campaign generated 12,000,000 earned media impressions
RESULTS
The "Deals Stuck in Time" campaign achieved significant results:
1.Engagement and Interaction
- Swedes 'time-travelled' more than 840,000 times during the campaign in 2023.
- The campaign engaged people from all over Sweden, generating 12,000,000 in earned media impressions, more than Sweden’s population at 10 million
2. Increased App Downloads and Users
- App downloads increased by +65%, from having 30,400 app downloads in January 2022 to 50,210 app downloads during the campaign in January 2023.
- The number of active app users rose by +28%. Rising from 247,246 active app users in 2022 to 317,990 active app users during the campaign in January 2023.
3. Brand Perception
- The "good value for money" attribute improved by 30% among the target group (ages 16-24), increasing from 43% in January 2022 to 56% in January 2023, surpassing the objective by 16%.
- McDonald's achieved an 8 percentage point lead over MAX Burgers for the first time in this attribute.
4. Visit Intent:
- Visit intent increased by 29% among 16-24-year-olds, from 41% in January 2022 to 53% in January 2023, 15% above the target.
- In the total population, visit intent grew from 39% in January 2022 to 42% in January 2023.
5. Sales and Visits:
- Visits increased by 10.8% in January 2023 compared to January 2022.
- Sales grew by 17.1% in January 2023 versus January 2022, making it the strongest January in the brand's history.
WHY A DOUBLE WINNING SILVER AND BRONZE EFFIE? Here's what the jurors said.
