Many people know that McDonald’s has breakfast, but do not consider as their breakfast options. That is why McDonald’s taking only 3.5% of visit share among the total breakfast market. As breakfast is an important platform, adding ‘modern, premium’ images to the brand and has a great potential to attain share from the key competitors, McDonald’s decided to support breakfast day part. The core target audiences were working 2030s, the main contributors in breakfast segment. To deliver breakfast in their hectic morning, McDonald’s ran Wake Up campaign in Feb. ~ Dec. 2013.
To make McDonald’s become their morning routine, the strategy was to own all consumer’s morning media; from bed to office. In particular, we developed McMorning Alarm App to wake them up, offering snackable fun with game and coffee coupon. The App successfully induced people to visit and try McDonald’s breakfast. The campaign result was great. With 268,374 app downloads, it became No. 1 Lifestyle App after 1st week of launch. Average coupon redeem rate was very high, despite the coupon is valid for only 2 hours.
OTHER CREDIT AGENCY
mpr+d, South Korea