The Treasure is in the Data - How Three International Brands Found Marketing Gold. Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit

1. McDonald’s Canada
Paddy Rangappa
Vice President – Brand Development
McDonald’s Asia Pacific Middle East Africa

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3. I First Item 3
II Second Item 6
III Third Item 32
IV Fourth Item 39
V Fifth Item 41
Table of Contents
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Food quality perception is the number one driver of long-
term business results.
Food quality perception is the number one driver of long-
term business results.

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In Canada, McDonald’s trails behind its competitors
on every pure brand attribute.
FIFGAE SCORES

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BRIEF
Portray the truth, that McDonald’s is real food
you can feel good about eating.

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CHALLENGE

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TRADITIONAL APPROACH

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TRADITIONAL APPROACH

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OBJECTIVE
Increase Food Quality
perception by 14pts.

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OUR INSIGHT
Consumers have questions about our food quality.
We have answers. Good ones.
But the only way people will start listening to us is if
we start listening to them.

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LOVER FENCE SITTER HATER
THE CONSUMER MINDSET

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ConversationFocus
Lovers Fence-Sitters Haters
TARGET

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McDONALD’S
Talking to lovers.

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McDONALD’S
Talking to
the fence sitters.

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HIDDEN IN PLAIN SIGHT
Our task was not to say something new. It was to
say what McDonald’s had been saying for years, but
to say it in a way that stops people in their tracks.

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OFYQ Manifesto

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UNDERTAKE BRAND ACTION
THEN DO
BRAND ADVERTISING

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A TRANSPARENCY
PLATFORM
Socially-powered platform
empowers us to initiate and
sustain an open and honest
conversation with consumers.
Ask Answer Amplify

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TVC

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• Singular platform hub
• Located on .ca
• 24% mobile traffic
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TAKING QUESTIONS

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Response team
• Tribal & McDonald’s
collaboration
• Solid knowledge base
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And we answered every question…
Answers:
• text… or
• images… or
• video

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TEXT ANSWERS
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IMAGE ANSWERS
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VIDEO ANSWERS
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Show video
From Farm to Fryer Farm to Fryer

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Show video
Behind the Scenes
Behind the scenes

31. vBehind the scenes
VIDEO ANSWERS
Farm to Fryer
2.5 million views2.5 million views 9.7 million views9.7 million views

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Chicken Forensics
100% Pure Beef
Microwave PattiesBig Mac Sauce
Behind the scenes
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VIDEO ANSWERS
Farm to Fryer

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THEN... WE ADVERTISED IT
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Show video
Chicken TV_Streeters_EN

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ADVERTSISE THE SOCIAL IDEA
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RESULTS

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A DRAMATIC
CHANGE IN
PERCEPTION

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RESULTS AMONG KEY TARGETS

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INDUSTRY RECOGNITION
“McDonald’s food, your questions and a glimpse
into the future of marketing: a one-two punch of
tradition and technology”
“McDonald’s food, your questions and a glimpse
into the future of marketing: a one-two punch of
tradition and technology”

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CREATIVE RECOGNITION

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CREATIVE RECOGNITION: CANADA
McDonald’s
• Marketer of Year 2012
• Most awarded client 2013
Agency
Digital Agency of the Year 2012 & 2013
Marketing and related awards
• Targeting (Gold)
• Technology Breakthrough (Gold)
• Original Idea (Gold)
• Brand Development Campaign of the year
(McDonald's) - (Gold)
• New Product or Service Launch - (Gold)
• Atomic Idea (Gold)
• Best Digital Engagement (Silver)
• Best Transmedia (Gold)
• Best in Show - Grand Prix
• Integrated (Gold)
• Digital (Gold)
• Online Film (Gold)
• Corporate Website (Gold)
• Digital best use of Social (Silver)
• Online Film Campaign (Bronze)
• Best in Show
• Best of the Best
• Advertising: Consumer Products - Food & Beverage
(Gold)
• Advertising: Retail (Gold)
• Community Engagement: Consumer Products - Food &
Beverage (Gold)
• Community Engagement: Retail (Gold)
• Digital: Consumer Products - Food & Beverage (Gold)
• Digital: Retail (Gold)
• Integrated: Consumer Products - Food & Beverage (Gold)
• Integrated: Retail (Silver)
• Cassies: Off to a good start (Gold); Integrated campaign
(Gold); Globe and Mail creative effectiveness award

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CREATIVE RECOGNITION: INTERNATIONAL
AdAge Viral Video Award
• Best Brand Transparency
One Show Interactive
Integrated Campaign (Silver)
Best use of Social Media/Facebook (Merit)
Webby's
• Winner:
- Customer Service
- Integrated Campaign
- Food and Beverage
- Customer Service (Peoples Choice)
- Agency of the Year (Tribal Worldwide)
• Nominee:
- Online Film & Video: Branded Entertainment
- Website: Best Corporate Communications
• Honoree:
- Online Film & Video: How to DIY
- Interactive Advertising: Banner Single
Clios
• Direct - Mixed Campaign (Bronze)
FAB (Food and Beverage Awards)
• Integrated
• Social
• Viral
• Brand of the year - McDonald's
Applied Arts
Our Food. Your Questions. - Consumer Packaged Goods
Our Food. Your Questions. - Educational/Reference
Our Food. Your Questions. - Integrated Campaign
Our Food. Your Questions. - Viral
Our Food. Your Questions. - Branded Content
Cannes Lions Festival of Creativity
• Gold – Cyber – Websites & Microsites: "Our Food. Your
Questions."
• Silver – Promo & Activation – Best use of Social Media:
"Our Food. Your Questions."
• Bronze – Cyber – Digitally led integrated campaign: "Our
Food. Your Questions."
• Bronze – Cyber – Online video: "Behind the scenes at a
McDonald's photo shoot"
GUNN Report
OFYQ #12 most awarded digital campaign globally
Tribal Worldwide #18 ranked digital agency - globally

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