Having recently launched into the coffee market, McDonalds wanted to promote their coffee credentials. A simple cultural truth led them to their marketing approach: "Let’s go for a coffee" actually means "Let’s go for a chat". McCafé Moments were born.
OMD and MacDonald’s partnered with Channel 4 to create contextually relevant ads in key programmes. For example, during ‘First Dates’, Hayley talked to her sister Jenny about her dating dramas. Each spot was an authentic timely conversation served up in real time. The campaign extended to All 4 where viewers could choose the ‘Moments’ they wanted to see via Ad Elect. To encourage viewers to try a McCafé there and then, OMD used geo-targeting to show them a personalised link to their nearest McDonald’s.
As a result, sales grew year on year, equating to ten million additional cups of coffee sold. They also changed people’s perceptions: ‘McDonald’s seems more like a high street coffee house’ is up 40% and likelihood to purchase from the McCafé range is up 20%.
Appearing in the brand film
- Michelle Graham-Clare, Marketing Manager, McDonald’s
- Vicky Fox, Head of XMP, OMD
- Niall Murdoch, Founder, The Outfit
- Nick Scott, Group Partnerships Manager, Channel 4