Advertiser: McDONALD'S NETHERLANDS
Agency: TBWA\NEBOKO
Category: Retail (Incl. Restaurants)
Designer: Desmont de Kousemaeker (TBWA\NEBOKO)
Producer: Collin Maas (Czar NL)
Group Account Director: Judith Weijers (TBWA\NEBOKO)
Online Editor: Laurens Orij (Crabsalad)
Copywriter: Peter van Rij (TBWA\NEBOKO)
Planner: Wim Jan Zijlstra (TBWA\NEBOKO)
Client Services Director: Gert Jan Timmer (TBWA\NEBOKO)
Agency Producer: Kiek Beljaars (TBWA\NEBOKO)
Account Manager: Martijn Pots (TBWA\NEBOKO)
Art Director: Martijn van Marle (TBWA\NEBOKO)
Offline Editor: Taco Arts (Postoffice)
Director of Photography: Hidde Boorsma (Czar NL)
Planner: Ira Spits (TBWA\NEBOKO)
Director: Matthias Schut (Czar NL)
Outcome
Despite of the trend, results were well above target. Compared to WC2010, the campaign activated 13% more people to visit McDonald’s to try the Euro 2012 burger (almost 1.1m extra visits in 4 weeks). This resulted in a sales growth of 18,8%.The campaign stood out in the Orange clutter and was highly valued with one of the highest scores ever for Dutch McDonald’s campaigns. 80% of the target audience evaluated the campaign as striking and 78% found the campaign to be attractive and funny. Moreover, the campaign was voted most popular EC2012 campaign by the Dutch audience.
Relevancy
Instead of introducing yet another Orange premium, McDonald’s did what McDonald’s does best: making tasty food. This made McDonald’s stand out in the Euro 2012 crowd and ensured traffic and sales in a highly competitive environment. The unique burger showed the Dutch that McDonald’s is as big a fan of the national team as they are. Having an iconic sing-along campaign slogan was involving for every soccer fan.McDonald’s became extra popular by adapting the campaign to each opponent during the championship with specific TV-commercial versions. Given the longstanding rivalry with the German team, they deserved a little extra tease.
Client Brief Or Objective
During major soccer championships, McDonald’s faces decreasing visits in the Netherlands. Supermarkets deploy very successful promotions with soccer premiums, further stimulating the target audience to eat at home while watching the game.The objective for the 2012 European Championship: Prevent the usual dip in visits and sales by realizing 10% more visitors and 10% more sales during WC2010. The challenge: Create visibility and traffic to McDonald’s. Conquer the Orange hearts of the Dutch with a striking and popular EC2012 campaign by taking our campaign a step further than conventional distribution of orange-colored gadgets.
Implementation
McDonald’s celebrated the Orange madness of Dutch soccer fans, by introducing a specific European Championship assortment. The hero of this assortment was a specially developed burger on a football-shaped bun: the Euro 2012 football burger. The campaign linked the Euro 2012 burger to the way supporters express their Orange fanship. And that can be hard work. That’s why the creative idea was: Real Orange fans deserve a bite from the Euro 2012 burger. This was supported by the campaign slogan 'Hap Holland Hap' (Bite Holland Bite), a cheerful spin on the most iconic national soccer anthem.