Co-President, Chief Creative Officer
at
Alma, Coconut Grove
Coconut Grove, Estados Unidos
| Titulo | First Customer |
| Agência | Alma |
| Campanha | First Customer |
| Anunciante | McDonald's |
| Marca | McDonald's |
| Data da primeira Transmissão/Publicação | 2014 |
| Sector Empresarial | Restaurantes e comida rápida |
| História | WHAT’S THE MOST EMBARASSING THING THAT COULD HAPPEN ON YOUR FIRST DAY OF WORK? McDonald’s is always looking for more ways to connect with consumers beyond feeding them. We took a near universal experience — a teenager’s first job — and presented it through the lens of the bursting-with-pride Hispanic parents. The campaign made people laugh while reminding them that McDonald’s is often the first real work experience for thousands of teenagers — just one more way the company is an important part of the Hispanic community. |
| Filosofia | So we had our message – when you choose McDonald’s, you aren’t just buying food; you’re also helping build golden opportunities for families and communities. The result was a total market approach aimed at Hispanics, but featuring teenagers who are all-American boys straddling two worlds in a way that is natural and appealing far beyond the target. They are on the bright path in the New America that someday they’ll be running. It’s a message that appeals regardless of ethnicity. The Results: |
| Problema | Recently, as the McDonald’s brand has declined in those intangible values that indicate deep customer loyalty, the company has looked for ways to connect with consumers over more than just burgers and fries. That’s happening across ethnicities, as the category comes under increasing attack in popular culture. McDonald’s needed to rekindle a deeper love among customers, by reminding them of its role as a community hub and catalyst for business opportunities for Hispanics. In this campaign, we took up the cause to elevate the “McJob” as a champion of the first real work experience. |
| Resultado | The takeaway was clear. McDonald’s is more than a restaurant; it’s also part of the community where young people, especially Hispanics, can get their start The “First Customer” spot premiered in English during the Academy Awards. It was also featured in English during the World Cup on ESPN, and in Spanish on Univision. Ace Metrix testing revealed that the commercial blew away all QSR norms and resonated with both HCM and GCM viewers. The spot scored “peak ACE relevance” with intended viewers, scoring 650 vs. the norm of 567. Source: Mar. 2, 2014 ACE Metrix, the new standard in television and video analytics. |
| Tipo de Mídia | Televisão |
| Comprimento | |
| Deputy Executive Creative Director | Alvar Suñol |
| Director executivo criativo | Luis Miguel Messianu |
| Director criativo | Jorge Murillo |
| Director criativo | Monserrat Valera |
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