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Ad Review: McDonald’s drives the affordability effect

28-July-2010
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Ad Review: McDonald’s drives the affordability effect

Carrying forward its Happy Price Menu (HPM) proposition, McDonald’s has come up with a new campaign. The route it has taken to establish the affordability factor this time is a ‘bribe’, the thought being HPM is so affordable that you can bribe as many people as you like. The bribe here being in a fun way to help get out of a sticky situation.

Client: McDonald’s India
Brand: McDonald’s – Happy Price Menu Campaign
Medium: TV, Radio and OOH

The Brief:

Rameet Arora, Senior Director Marketing, McDonald’s, India (West & South), elaborated, “The Happy Price Menu platform has worked very well for McDonald’s in the past, especially with India being a value driven market. The brief was to leverage this platform further with the new integrated campaign, which needs to drive the affordability aspect of McDonald’s. The central idea revolves around the thought ‘You don’t need to think twice when McDonald’s has burgers at only Rs 25’. The new TVC should be clutter breaking and help further establish the Happy Price Menu products and the price points.”

The Execution:

Arora added, “With the new campaign, McDonald’s has taken a creative approach that further highlights the message of ‘affordability’. The latest campaign idea hits on a novel way for young people to ‘bribe’ themselves out of sticky situations in life as the prices at McDonald’s much loved burgers are so affordable! The campaign re-enforces the McDonald’s promise of everyday value by providing a quality product in a clean and friendly environment and, most importantly, at an affordable price. The HPM campaign will be visible across the country with a 360 degree campaign that involves television, press, outdoor and road shows. There are two TVCs, the first of which had gone on air on July 17.”

“The campaign is all set to attract more footfalls, especially from the young audience, categorised by McDonald’s as YANKS (Young Adult No Kids), which compromises 75 per cent of McDonald’s customers, who visit daily. The campaign would be extended to consumer platforms as well. The marketing budget for this campaign crosses Rs 3 crore,” he further said.

Final Product:

Film opens on a conference room at an office. The female boss has got her dog along to the office. She sets the dog free in the conference room as she starts with her presentation. A few young executives are seated in the room while their female boss is making the presentation. She starts pointing out to projected pie charts on the white board while the excited dog roams around in the room sniffing around. The dog reaches one of the executives and the executive gives him a friendly smile. The executive picks up a ball that’s lying on the table and playfully tosses it in the other direction. The dog chases the ball as it bounces, but the ball goes outside the window and with it the dog jumps outside the window too. The executive is left stunned. He quickly realises that the other three guys in the room are looking at him with an amazed expression. The executive is caught in a fix. The three executives propose some kind of a deal, to which he agrees. He then treats everyone at McDonald’s to McAloo Tikki burger. The executive says with a sigh of relief: ‘I’m Loving It’.

Xpert Comments:

Partho Sen Gupta, ECD, 4thD IMC, felt, “Too many things happening in 30 seconds. Does it have to snake around so much to deliver on ‘affordable @ 25’ ? Woman boss-presentation-dog-executives-ball play-window-negotiations-McDonald’s! Phew, I am dog tired now. Even the proposition of ‘so affordable that don’t think’ does not come out strongly enough. But all said and done, this will make for enjoyable viewing, so shall not be missed.”

Our take:

The TVC brings out the humour factor effectively and is well directed. It goes to showcase the affordability platform, where one can get ‘More for less’.

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