Here's the run down:
Briefing:
The holiday season is a time of warmth, joy, and togetherness. Despite an uptick in consumer confidence and purchasing power, Belgians tend to show signs of increased price sensitivity, opting for more cost-effective alternatives during the Christmas season.
During this period, consumers often reduce their spending, particularly when dining out, by eating out less frequently with their children, and simplifying their orders. The combination of price sensitivity, higher expectations for value, and the gloomy Belgian weather made it imperative for McDonald's to stand out during the end-of-year period.
To do so, McDonald's wanted to provide a memorable experience for their customers and leverage the holiday season to drive sales. McDonald’s requested that this promotion be a blend of personalized digital interaction with a physical element.
Good to know:
McDonald’s wanted to boost registrations and overall engagement on their app. Likewise, McDonald’s also wanted to boost in-app purchases. With that said, the campaign would be pushed via their app.
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How did we do it?
In response to McDonald's objectives, Kick And Rush devised a creative solution. We developed two distinct Christmas-themed cookie cutters, which were elegantly packaged and given in a delightful box. Alongside the cookie cutters, we provided a special recipe, encouraging consumers to use the cookie cutters and create their very own cozy memories by baking cookies.
By focusing on both the value and experiences offered through the app, we aligned the campaign with the emotional spirit of the holidays. The initiative aimed to capture the attention of consumers, increasing brand loyalty and brand affection during a time when personalization and contextual emotional engagement were key.
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