Be More Kid

作品信息

作品描述

背景

* Our Challenge
During the bustling festivities of Children's Day, our challenge was to create a singular, compelling proposition for McNuggets that would resonate across age groups—captivating both children and the young at heart. How could we draw consumers to McDonald's on this special day?

* Cultural context:
The one thing we lose growing up is our sense of wonder and excitement. As an adult, we become shackled by societal norms, and this is especially true for China - where conformity is highly valued in society. Not making a mess when eating is something deeply ingrained into us as a society - so we flipped the script.

目标

* Business Objectives
- Achieve a 15% increase in comparable sales.
- Expand the family user base by engaging new and existing customers.

* Marketing Communications Objectives
- Elevate McDonald's as the top-of-mind destination for Children's Day celebrations.
- Enhance McNuggets’ product equity and drive desirability for McDonald’s.

创意

[Fan Truth：When savouring McNuggets, we all return to the pure, almost silly fun of be a kid]
* Each McNugget became a vessel, steering us back to the harbours of our kid’s simplest joys.

[McDonald's use the humble napkin to remind adults to eat like kids again]
* When was the last time you ate like a kid?" With that simple question, came the radical idea: removing napkins from all McDonald's outlets on 1st June, Children's Day. A simple act that encouraged adults to bring out the inner child in them by enjoying their McNuggets meal the way kids do: with lots of love and mess.
- An 80sec film that made adults sit up and think about their need for napkins was released a week prior.
- With KOLs creating their own videos about "eating like a kid."
- On the day itself, all stores in China had suspended napkins to much publicized talkability. Of course, napkins were on standby for those stuffy old adults!

结果

[Record Sales, Renewed Spirit]
* Business Impact：Recorded the highest ever single-day sales in McDonald's China's history.
* Consumer Response
- A substantial 6% increase in brand affinity highlighted a positive consumer response.
- Set records as the fastest-selling SLP, confirming market excitement.
* Reach and Impressions
- Garnered an impressive 1.4 billion impressions, illustrating the campaign's extensive reach.
* Behavioural Change
- Replaced adult conformity with a liberating, carefree dining experience.
* Awareness and Perception
- Elevated McDonald's to a brand associated with joy and the freedom to 'Be More Kid,' resonating as a feel-good moment for adults freely enjoy the food like a kid

分析

* Great Creativity Drives Sales Great creativity isn't just admired—it directly contributes to our business success. By harnessing innovative campaign ideas, such as the 'Be More Kid' initiative, we not only engage our audience but also significantly boost our sales. This approach proves that effective creativity is crucial in turning good ideas into profitable outcomes.

* Dual Demographic Engagement "This year's 'Be More Kid' campaign cleverly targeted two key demographics: children and adults who are young at heart. By evoking the carefree joys of childhood within these groups, our campaign not only catered to consumers' desires to revisit their youth but also reinforced the image of McNuggets as a symbol of happy childhoods.

* McNugget as Cultural Icon ：The campaign did more than just evoke nostalgia; it strengthened the emotional bond between consumers and the McNuggets brand, enhancing its status as a cultural icon. By tapping into the cherished memories of childhood, each McNugget served as a key to unlock deep-seated affections and associations