Admicro mc donald's proposal_07.01.14_2

MCDONALD’S ONLINE CAMPAIGN2014

Admicro knows our audience geographically, demographically and in a way behaviorally, because our five main channels are designed to target specific groups of audiences who are classified according to their ages, genders, interests and occupations. Moreover, with our ability

to reach 90% web readers and 95% mobile internet users, we can assure the coverage of your brand for every campaign.

We own the largest ad network in Vietnam with 200+ publishers, in which 29 are owned and exclusive. These privileges from Admicro are, definitely of advantage to your brand. We knows our way around the websites, provide instant supports, and are smooth with our technology and tracking systems.

For every marketing objectives, there are advertising products that can satisfy. Deeply understanding the need of the market, Admicro has developed more than 24 product lines in diverse formats that surely answer to your marketing’s needs.

“If digital and online are to be your main cannon, Admicro is your best choice of ammunition”.

Admicro platform

Hieu Nguyen

McDonald’s propositions

FAMILY DESTINATION, where kids and teenagers spend quality time with family, while enjoying their favorite food.

High standard QUICK SERVICE RESTAURANT

Food of GLOBAL STANDARD & ORIGINAL BRAND

BRAND NEW EXPERIENCE in fast-food dining

Target customers

Family, especially Mom

FAMILY VALUE DRIVEN

FASTER PACE OF LIVING

• The greatest happiness of all mothers are to spend quality time with family and to see their children having good time.

• High quality food serving “truly” fast is a perfect choice for busy moms and dads in modern society.

Kids, teenagers, youngsters

BRAND-CONSCIO

US

TRENDY, FASHIONA

BLE

• Vietnamese youngsters want to become a global citizen. Their prior awareness of McDonald’s global brand motivates them to come and “taste”.

• Young people are trendy, highly receptive to new experience and easily influenced by friends and celebrities.

• McDonald’s could be perceived in human mind since people are little kids.

LOVE NEW

EXPERIENCE

McDonald’s 1st restaurant launchMedia Plan

Marketing objectives

• Announce the first opening of McDonald’s restaurant in Vietnam

• Encourage McDonald’s restaurant visits

• Educate Vietnamese consumers about McDonald’s core values

• Let Vietnamese consumers go through McDonald’s unique experience.

Employ Admicro’s wide network to achieve extensive brand coverage in a short time

Integrate media strength with McDonald’s promotion to motivate restaurant visits in the opening day

Leverage digital capacity to create virtual customer experience

Utilize advertising products which generate strong impression and immediate awareness

Marketing solutions

Grand Opening Focus:

Afamily audience

The main readers are office ladies, young moms and just married wives, who are mostly from 22 to 45 years old (highest percentage are from 25 to 45 years old) They live largely in two big cities: Hanoi (38.8%) and Ho Chi Minh city (35.6%) and shatteringly in other cities. Top 7’s most loved sections on Afamily are: Beauty, Office, Lifestyle, Delish - DIY, Entertainment backstage, Love – Marriage, Mom & Baby

Audience Characteristics Active, young, and modern women who are driven to catch the latest trends, events and news. They always wish to attain more valuable information about services, products and guidelines that are useful for their busy lifestyle. Afamily audience tend to be more westernized than Eva’s and 24h’s. They mostly like to catch the latest trends on health, cuisine and culture from the world. They also pay attention to social and office issues with candid and honest opinions.

Main channels

Kenh14 audience • Gender: 48% are males while 52% are females • Most readers on Kenh14 are from 16 - 25 years old• Hottest sections on Kenh14: Entertainment, Social, Lifestyle, Fashion, Humor…• Kenh14 audience are mainly youth who are active in learning and searching for new things and like to express their inner self. However, they are always the hardest audience to please. Information that are irrelevant to their hobbies and interests or news that are boring, dull and lengthy get instant rejection. Thus, how Kenh14 does is to be in search for new things, and new way of delivery which the audience will surely be attracted from the first look. In addition, Kenh14 also focuses on create personal space for the audience to express their thoughts and opinions. .

Keywords about Kenh14 audience are: Young, Cool, Active, Hard to please and Love to learn… Keywords on how Kenh14 do what they do: Creative, Impressive, Fast, Dynamic, and Open…

Afamily.vn & Kenh14.vn

Media plan

Phrase 1: Information

Jan 20 – Jan 25

▪ Content: Information of McDonald’s arrival in Vietnam▪ Medium: PR Articles▪ Website: Mass coverage

Phrase 2: Customer Experience

Feb 26 – Feb 3

▪ Content: Virtual customer experience & grand opening announcement▪ Medium: Interactive landing page, Banner, AdPage, Social Media, Mobile Ad▪ Website: Mass coverage

Phrase 3: Launching

Feb 3 – Feb 8

▪ Content: Constant reminding of the Opening Day▪ Medium: Banner, Social Media, Mobile Ad, PR Articles▪ Website: Mass coverage

Phase 1 - InformationAction: Provide information about McDonald’s arrival in Vietnam

PR Angles

PR objectives Key points PR angles Website

Introduce and announce to the public the arrival of the giant food brand McDonald's in Vietnam

What's the opening of the international food brand like McDonald's mean to Vietnamese?

The mark of globalization for the economic growth in Vietnam by the arrival of the well-known brand

Dan Tri, Vneconomy, Zing, Thanh Nien, VnExpress

The new dining destination for families and the new living experiences for Vietnamese youth

Dan Tri, Kenh 14, Afamily, Gia Dinh Net, Thanh Nien, Zing

Testimonials from celebrities to star youth about their feelings toward McDonald's opening

Testimonial from celebrities with kids about their excitement for a new family destination

Kenh 14, Dan Tri, Afamily, Gia Dinh Net, Soha, Ngoi Sao, Eva

Interview hot teens for their thoughts on the first ever McDonald's in Vietnam

Kenh 14, Zing, Soha, Ngoi sao, Hoa hoc Tro, 24h

Phase 2 – Customer experience

Mobile AdBannerAdPageSocial Media

Drive-thru 24h service Core MenuKid PlayPlace

Build a landing page where people join in a storyline to experience 4 distinctive services of McDonald’s:

Interactive landing page

Format: Flash design which requires simple interactive action (clicks) from users.

Action: Invite audience to a McDonald’s Tour


Mobile AdBannerAdPageSocial MediaInteractive landing page

By lucky draw, 200 people completing the “McDonald’s Tour” will receive free tickets for free meals.

Complete the McDonald’s

Tour

Share on Facebook

Results will be announced on Feb 5th, 2014



start

Drive-Thru

KidPlayPlace

24/24Menu

end

Landing page Demo


“Virtual McDonald's tour, chance for real free meal”


Mobile AdInteractive landing page AdPageSocial MediaBanner

Balloon Ad & CPM Mass: serves as an invitation to McDonald’s Tour and the announcement of Grand Opening Day.

Balloon Ad is a form of Banner which stays at the right bottom corner of the webpage. When the audience scrolls the page down, Balloon Ad automatically expands and immediately catches attention of the audience.

CPM Mass is a Banner Ad (size 300x250 px) which appears on prominent positions of the webpage. Customers are charged for every 1,000 impressions of the ad.

Websites:



FREE

BIG MAC

DRIVE & WIN

Balloon Ad Demo



CPM Mass – Hot banner 300x250px

CPM Mass – Double Top Banner 980x90px

FREE

BIG MAC

CPM Mass Demo


http://adnetwork.admicro.vn/link/7k/hotbanner.html


Mobile AdInteractive landing page Social MediaBanner

AdPage is an exclusive informative webpage of one brand, a combination of PR article and Display Ad.

AdPage promotes the consistency of brand exposure since the whole page design is in favor of one exclusive brand.

AdPage is charged based on the number of article views, therefore, ensures campaign effectiveness.

Websites: Kenh 14 & Afamily

AdPage

DRIVE & WIN

AdPage Demo

Action: Highlight McDonald’s core values

PR

Phase 2 – Customer experienceAction: Highlight McDonald’s core

values

PR objective Key points PR angles Website

Cultivate the value and the highlights of the services that McDonald's brings to Vietnam

Redefine the definition of "fast food" in Vietnam

McDonald's sheds a new light on the definition of "fast food": it is good food with fast services

Dan Tri, Afamily, Vietnamnet, Zing, Ngoi Sao, VnExpress, 24h

The nutrition facts and figures for McDonald's meal & The strict regulations on serving time

Thanh Nien, Zing, Ngoi Sao, Gia Dinh Net, VnExpress, Eva

The highlights of the services that McDonald's brings to Vietnam

Drive-thru: the fast way of buying without having to park your vehicles - just like the Vietnamese way of buying street food

Dan Tri, Kenh 14, Afamily, Gia Dinh Net, Soha, Zing, 24h

Stay late at night outside? No worry. So is McDonald's.

Kenh 14, Afamily, Gia Dinh Net, Thanh Nien, Soha, Ngoi Sao, Eva

Mom can relax when visiting McDonald's now. Let's Playplace and kids take care of each other.

Dantri, Afamily, Gia Dinh Net, Soha, VnExpress, Eva, 24h

Interactive landing page

Banner

AdPage

Mobile AdSocial MediaPR

Phase 2 – Customer experienceAction: Attract visits for the grand

opening

AdPageInteractive landing page Banner

• Develop Facebook’s content and attract fans (long-term action)

• Create a Facebook’s Event Page: “McDonald’s Grand Opening in Vietnam”

• Run Facebook’s sponsored ad to increase number of people “going” to the opening day

• Share information on celebrities' Facebook page to attract fans

Social MediaMobile AdPR


opening

McDonald’s VN creat the event

Facebook’s Event Page Demo


opening

Facebook Sponsor Ad Demo


opening

Sắp được ăn McDonald’s mà không cần phải đi nước ngoài rồi. Tháng 2 chính thức khai trương, các bạn đi ăn cùng Ngân nhé.

Facebook Influencers viral


opening

Social MediaAdPageInteractive landing page Banner Mobile Ad

• Mobile Pop-Up serves as the announcement of grand opening day.

• Mobile Pop-Up is a type of Banner which displays all over the page of mobile web, and will automatically close after 7s.

• Mobile Pop-Up is extremely effective in creating brand/event awareness.

• Audience can click on the Mobile Pop-up to go to mobile landing page and enjoy a “McDonald’s Tour” on mobile.

Pop Up Mobile Ad Demo

PR

Phase 3 – LaunchingAction: Constant reminding of opening

day

Social Media

COUNTDOWN BANNER (both web and mobile versions) counts down to the opening day to constantly remind customers of the big day.

Banner

DAYS TO OPEN

Countdown Banner Demo

PR


dayBanner

• Develop Facebook’s content and attract fans (long-term action)

• Organize mini contest and activities on the week of the opening: photo taking contest, check-in Facebook,…

Social Media PR


dayBannerSocial Media PR

PR objectives Key points PR angles Websites

Publicly announce the grand opening and the activities on that day

The grand opening date and time

Announce the date and time of the grand opening and the activities around the opening: celebrities, free tickets…

Dan Tri, Kenh 14, Afamily, Zing, VnExpress, Soha, Ngoi sao, 24h

Interview celebrities and hot teens to recap the day

Dan Tri, Kenh 14, Afamily, Soha, Zing, Ngoi sao, Hoa Hoc Tro, Eva

Timeline

Quotation – KPI Estimate

Hieu Nguyen

Quotation – KPI Estimate

Thank you

Admicro mc donald's proposal_07.01.14_2

Business

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