McDonald’s Australia was looking to use the Australia Day celebrations as an opportunity to increase brand relevance and sales among Australians.
As a company synonymous with America, increasing relevance to Australians when the country celebrates what it means to be Aussie was always going to be a challenge.
Describe how the promotion developed from concept to implementation:
With an ultimate goal of increasing sales, McDonald’s Australia’s overarching business objective for this campaign was to drive brand love and relevance among all Australians, by celebrating Australia Day at their restaurants across the nation.
Social media listening and consumer research was undertaken to understand the ways in which Australians embrace McDonald’s as a part of the community, which the business has been involved with for more than 40 years. Results revealed that Australia was the one place on earth where consumers called McDonald’s, ‘Macca’s’.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Aussies loved the signage so much that the Central Coast community petitioned McDonald’s to have a Macca’s sign installed in their area.
The entire campaign generated 272 stories globally, across traditional media channels, mass conversation in social media and 11,006,836,424 PR impressions. Importantly, key messages were included in 100% of coverage, with 99.7% positive in tone.
By the end of January, one of the world’s most iconic American brands had become one of Australia’s most loved brands, leading to a year on year sales increase of 6.7% for January.
Explain why the method of promotion was most relevant to the product or service:
In Australia there’s no greater sign of acceptance than being given a nickname.
Therefore, the best way for an American brand to become Australian was to embrace the nickname given to them by Australians – ‘Macca’s’.
By handing the brand to the local community this American restaurant now felt owned by Australia.