Lizzury Rodriguez
October 28th, 2008
RCS-362-01
Blog # 7
883875655
CREATIVE BRIEF
“I’m lovin’ it “ - Mc Donald’s
October 28th, 2008
RCS-362-01
Blog # 7
883875655
CREATIVE BRIEF
“I’m lovin’ it “ - Mc Donald’s
Date: beginning September 29, 2003 in the USA.
Project: McDonald’s global campaign.
Background: Over the years, McDonald's has developed TV advertising campaigns that have become, like McDonald's, a part of people lives and culture. McDonald's commercials have focused not only on product, but also on the McDonald's experience, reflecting feelings and a real insight of every day life. This image or reputation advertising has become a mark of the company and created many memorable television moments and themes, including its “I'm lovin’ it” campaign, which was launched in 2003.
The Audience: Young consumers that go from the age of 18 to 35 years-old. The ones that love their life and enjoy being active, funny and full of energy, no matter the occupation they have.
Objectives: This campaign was conducted on all markets under the common slogan “I’m lovin’ it." For the first time, one set of advertisements and one slogan was being used all around the world simultaneously. The campaign was part of a new global strategy of McDonald’s. The launch of the “I’m lovin’ it" campaign was a key point for McDonald’s in its process of refreshing its brand in the consumer’s minds throughout the world, without forgetting its main objective, increasing its sales.
The Message: The most important thing to the McDonald’s campaign, were high-energy television commercials that wanted to communicate and reflect the lifestyles and attitudes of today's customers and culture. In order to do it, they just used a simple sentence as “I’m lovin’ it,” which needs no explanation, because it has meaning for itself. When people hear it, they just can think about how important this brand is in their lives.
The Medium: The best way to reach this audience was creating a link between them and McDonald’s as an entire lifestyle, and with which they could identify themselves. The campaign showed how McDonald’s fits perfectly in everyone’s life, and it also used hip music and celebrities that signify something in a particular country and culture. It used top musical talents such as Justin Timberlake, who is a famous singer. He appeared in the commercial, singing and saying the key phrase in this campaign: “I’m lovin’ it…” Justin Timberlake was a means to develop new and innovative ways to connect McDonald’s with today's culture and young consumers. Also, in the spots were showed vocals by popular rap artists.
Anything Else: The campaign wanted to show McDonald´s as an energy icon for people. It was a multi-dimensional approach to customers around the world that go from television sets and computers to McDonald’s restaurants, and everything in between. As Mike Roberts, McDonald’s USA President said, “We are focused on bringing the “I’m lovin’ it” theme to life not only in our advertising but also for every customer who visits our restaurants” (1). This world marketing strategy was an element of their overall plan to continue revitalizing McDonald's for their customers through inducing food choices, giving great service and improving restaurant operations. They tried to motivate value and excitement to McDonald’s.
The Deadline: Although McDonald’s is considered as one of the most successful restaurants throughout the world for its sales, the company is always reinventing and innovating itself, and this campaign wasn’t the exception. The objective of it was to refresh its brand name, at the same time that they tried to increase their sales and reach a large number of consumers. So, the success of the campaign must be measured in a short-range horizon (since the beginning of the campaign, up to 1 year). This time horizon will allow the company to determine whether the campaign was or was not successful, in comparison with an increase in sales.
Budget: When the “I’m lovin’ it” campaign was launched in 2003, McDonald's Corp.'s global ad budget was $1.21 billion, which represents measured media only, according to Ad Age, which ranked the company 19th among the world's "Top 25 Global Marketers."(2)
Responsible parties: The most important parties involved in this project are: Senior Vice President and Chief marketing Officer, McDonald’s President in the USA, McDonald's Executive Vice President and Global Chief Marketing Officer, etc. But the final execution of the project must be signed by McDonald’s CEO.
Bibliography:
(1) Rozenich, A. (September 2, 2003). McDonald’s unveils “i’m lovin’ it” worldwide brand campaign. Retrieved October 27, 2008, from http://www.mcdepk.com/imlovinit/downloads/ili_lead_release.pdf.
(2) Nation’s Restaurants News. (April 11, 2005). Thoroughly modern marketing: McDonald's updates advertising to remain “forever young.” Retrieved October 27, 2008, from http://74.125.45.104/search?q=cache:EFMIc2gdFToJ:www.sfallian ce.org/media/nrn.html+i%27m+lovin%27+it+campaign+budget&hl=es&ct=clnk&cd=2&gl=us
- YouTube. (2003). I’m lovin’ it. Retrieved October 27, 2008, from http://www.youtube.com/watch?v=dI-xHMM8wXE
- Foundation for Corporate Social Responsibility. (2007). How we make life better. Retrieved October 27, 2008, from http://74.125.45.104/search?q=cache:ZRbG84wzD_UJ:www.fcsr.pl/fcsr_eng_nasipartnerzy_mcdonald.html+i%27m+lovin%27+it+campaign+objective&hl=es&ct=clnk&cd=1&gl=us
The Medium: The best way to reach this audience was creating a link between them and McDonald’s as an entire lifestyle, and with which they could identify themselves. The campaign showed how McDonald’s fits perfectly in everyone’s life, and it also used hip music and celebrities that signify something in a particular country and culture. It used top musical talents such as Justin Timberlake, who is a famous singer. He appeared in the commercial, singing and saying the key phrase in this campaign: “I’m lovin’ it…” Justin Timberlake was a means to develop new and innovative ways to connect McDonald’s with today's culture and young consumers. Also, in the spots were showed vocals by popular rap artists.
Anything Else: The campaign wanted to show McDonald´s as an energy icon for people. It was a multi-dimensional approach to customers around the world that go from television sets and computers to McDonald’s restaurants, and everything in between. As Mike Roberts, McDonald’s USA President said, “We are focused on bringing the “I’m lovin’ it” theme to life not only in our advertising but also for every customer who visits our restaurants” (1). This world marketing strategy was an element of their overall plan to continue revitalizing McDonald's for their customers through inducing food choices, giving great service and improving restaurant operations. They tried to motivate value and excitement to McDonald’s.
The Deadline: Although McDonald’s is considered as one of the most successful restaurants throughout the world for its sales, the company is always reinventing and innovating itself, and this campaign wasn’t the exception. The objective of it was to refresh its brand name, at the same time that they tried to increase their sales and reach a large number of consumers. So, the success of the campaign must be measured in a short-range horizon (since the beginning of the campaign, up to 1 year). This time horizon will allow the company to determine whether the campaign was or was not successful, in comparison with an increase in sales.
The message must get to the audience for maximum effect as soon as they saw the commercials, or through unique activities. Activities such as “I’m lovin’ it” swat teams across the country at sports and high-profile events (2). Additionally, to communicate the excitement and innovation of this campaign, it developed restaurant merchandising that captures the McDonald's experience with the “I’m lovin’ it” attitude. The campaign attitude was featured on window posters, outdoor pole signs, ceiling danglers, and a custom “I’m lovin’ it” kiosk, as well as other in-restaurant elements.
Budget: When the “I’m lovin’ it” campaign was launched in 2003, McDonald's Corp.'s global ad budget was $1.21 billion, which represents measured media only, according to Ad Age, which ranked the company 19th among the world's "Top 25 Global Marketers."(2)
Responsible parties: The most important parties involved in this project are: Senior Vice President and Chief marketing Officer, McDonald’s President in the USA, McDonald's Executive Vice President and Global Chief Marketing Officer, etc. But the final execution of the project must be signed by McDonald’s CEO.
Bibliography:
(1) Rozenich, A. (September 2, 2003). McDonald’s unveils “i’m lovin’ it” worldwide brand campaign. Retrieved October 27, 2008, from http://www.mcdepk.com/imlovinit/downloads/ili_lead_release.pdf.
(2) Nation’s Restaurants News. (April 11, 2005). Thoroughly modern marketing: McDonald's updates advertising to remain “forever young.” Retrieved October 27, 2008, from http://74.125.45.104/search?q=cache:EFMIc2gdFToJ:www.sfallian ce.org/media/nrn.html+i%27m+lovin%27+it+campaign+budget&hl=es&ct=clnk&cd=2&gl=us
- YouTube. (2003). I’m lovin’ it. Retrieved October 27, 2008, from http://www.youtube.com/watch?v=dI-xHMM8wXE
- Foundation for Corporate Social Responsibility. (2007). How we make life better. Retrieved October 27, 2008, from http://74.125.45.104/search?q=cache:ZRbG84wzD_UJ:www.fcsr.pl/fcsr_eng_nasipartnerzy_mcdonald.html+i%27m+lovin%27+it+campaign+objective&hl=es&ct=clnk&cd=1&gl=us
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