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”. So they worked with OMD to create McCafé Moments – real people talking about real life over their favourite McCafé beverage.
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 own 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.
Sales grew year on year resulting in ten million additional cups of coffee being 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%. Not bad for a chat over coffee!
Appearing on 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