razorfish - matthieu de lesseux on advertising as entertainment (mcdonald's france)
DESCRIPTION
Big Idea 5: Advertising as Entertainment was delivered by Duke's (Razorfish) Matthieu de Lesseux on April 22, 2009, at the 9th Annual Razorfish Client Summit (#rzcs on Twitter).TRANSCRIPT
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McDonald’s France:“Come As You Are” Campaign
MATTHIEU de LESSEUXFOUNDER AND CEO
DUKE / RAZORFISH PARIS
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McDonald’s in France
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McDonald’s in France
IN FRANCE, THE HOME OF GASTRONOMY,
GOING TO McDONALD’S ISN’T THE
PREFERRED OPTION.
IT’S JUST SEEN AS PRACTICAL.
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McDonald’s in France
BUT, FRANCE IS SECOND IN TERMS OF
BUSINESS AND PROFITABILITY AFTER U.S.
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McDonald’s in France
THAT EQUALS 2 MILLION CUSTOMERS PER
DAY, BUT ONLY 50 % OF THEM
OPENLY LIKE THE MCDONALD’S BRAND
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McDonald’s in France
ALMOST EVERYONE GOES THERE
(87 % OF PENETRATION), BUT FEW ADMIT IT
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Stakes
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Stakes
MAKE 66 MILLION FRENCH FOOD LOVERS
OPENLY PROUD TO GO TO MCDONALD’S
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Stakes
NOT BY SHOWING THEM A
DELICIOUS HAMBURGER!
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Stakes
MCDONALD’S IS ONE OF THE ONLY PLACES IN
FRANCE WHERE THE FRENCH CAN BE
THEMSELVES WITHOUT BEING JUDGED
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Stakes
MCDONALD’S IS A RESTAURANT
WHERE THEY CAN EAT WITH THEIR FINGERS
AT ANY TIME DRESSED AS THEY WANT WITH
NOISY CHILDREN
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Stakes
MCDONALD’S IS A RESTAURANT
WHERE EVERYONE IS WELCOME
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The Print and TV Idea
FROM EURO RSCG BETC IN PARIS
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Print and Outdoor
Page 15 © 2009 Razorfish. All rights reserved.
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Print and Outdoor
Page 16 © 2009 Razorfish. All rights reserved.
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TV Films
Page 17 © 2009 Razorfish. All rights reserved.
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The Digital Idea
FROM DUKE / RAZORFISH IN PARIS
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Digital Idea: How to express the offline campaign?
LET’S TWIST IT
LET’S SHOW FRANCE HOW IT WOULD BE
IF YOU COULDN'T COME AS YOU ARE…
TO MCDONALD’S
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Digital Idea: How to express the offline campaign?
LET’S SHOW CUSTOMERS BEING
TURNED AWAY
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Internet Films
Page 22 © 2009 Razorfish. All rights reserved.
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Internet Films
Page 24 © 2009 Razorfish. All rights reserved.
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Internet Films
Page 26 © 2009 Razorfish. All rights reserved.
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The ROI
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Results
7.7 % INCREASE IN SALES SINCE
CAMPAIGN LAUNCH
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Results
2,335,000 VIRAL VIEWS
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Results
150 000 GOOGLE INDEX
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Results
A HUGE POSITIVE DISCUSSION OVER
THE BLOGOSPHERE
(OVER 900 WEBSITE MENTIONS)
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Results
MORE THAN 100 UCG OF HIDEN CAMERA
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Results
THE GRAND PRIZE OF YOUNG ADULT
MARKETING CAMPAIGN 2008
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MERCI BEAUCOUP
MATTHIEU de LESSEUXFOUNDER AND CEO
DUKE / RAZORFISH PARIS