Challenge:
The Paris 2024 Olympics is the most important competition for athletes, but also for brands. The 84 official partners paid 1.2B dollars of investment to get attention. So, what do you do when you’re not a sponsor to take part in the conversation?
Solution:
Owning what the Olympics are all about (beyond sports): hospitality. Because no matter where you are in the world, McDonald’s always tastes like home.
How did we welcome visitors of the world? We changed our signature « Welcome as you are » (vs « come as you are), created a unique visual identity and welcomed them everywhere, in the streets, in their language, in their website.
But also, we taught French people how McDonald’s is different abroad : we imported 7 iconic recipes from 7 countries from all around the world.
Welcome to world products.
Impact:
- French people went crazy, and not only. The press loved it.
- Above performance forecast for almost all products :
- +82% for Beef Burgers / +131% for Ice creams / McFlurry Popcorn #1 Ice cream
Some travel the world to taste the Croque McDo.
Kebab or Burger, no need to fight.
Floating island, Philippine style.
Kebab or Burger, no need to fight.
Floating island, Philippine style
Share
McDonald’s France - Olympics
One of the most talked-about brands at the Olympics without being a sponsor.
Business Objectives
Disciplines
Sector
Users who viewed this work also looked at:
