《麦当劳见面吧》4A整合活动提案.pdf

Let’s Meet Up! McDonald’s 2009 Q3 Digital TBWA\CHINA\GROUP CAMPAIGN OBJECTIVE Overall •  Make McDonald’s as the destination of real friendship •  Promote the summer products and drive GC and sales Digital •  Maximize reach amongst university students •  Increase brand affinity intent to purchase •  Become top-of-mind summer campaign in Xiaonei AUDIENCE INSIGHT Social Context People need people. Society goes back to treasure people values Brand Meeting up with friends at Facilitate McDonald’s gives me the friendship in realness of friendship, realness. And a brings us closer, tighter, vitality for Media deeper connection that happenings. nothing else can replace. SNS widens the social networking and fuels the need to deepen connection. DIGITAL APPROACH McDonald’s to create A Neutral Movement among college students Partnership with The Biggest SNS Platform of college students MEDIA STRATEGY Based on Xiaonei’s strengths as an SNS: •  Maximise reach by using different ad formats applications •  Maximise media efficiency by increasing daily frequency and avoiding same-day spots conflict •  Increase brand affinity by innovative use of non-ad spots ie. Engaging content activities REUNION WITH LONG DISTANCE SWEET FRIENDS