“I liked the characters, the setting, the stress involved in moving, saying goodbye, the new chapter, new area, house, school, job, but one thing remains the same no matter where you are or go, there is one thing that’s always the same – the Big M with your favourite meals”
“It made it feel like that even in a world of changes, McDonald’s will always be a stable, feeling of home”
“They are the warm, familiar constant for a lot of kids”As a result, the ad achieves very high levels of likeability (up 9% versus Norm), while importantly it also creates the perception that McDonald’s is different to other fast-food brands (up 17%). In a notoriously cluttered category which typically has a heavy product and promotional focus, the emotionally-led strategy taken by McDonald’s enables them to engage consumers on a deeper level.
“It seemed honest, less gimmicky than normal ads for fast food chains”However, as important as emotions are, without meaningful linkage back to the brand, advertising dollars can be wasted, or – worse still – directly benefit competitors. While the ad is structurally sound with McDonald’s painted as the hero in resolving the tension of the homesick girl, the challenge is that consumers don’t buy in to the strategy – McDonald’s solving deep and complex personal issues isn’t found to be authentic or credible (down 8%). Subsequently, persuasion (down 5%) and positive brand feelings (up 2%) are both average.
“I can’t see the connection. It found me asking, really? McDonald’s?”
“McDonald’s cannot fix everything”
“They stop at a McDonald’s and that somehow made her feel at home. Strange”
“I found this ad quite sad and a bit depressing, and was not impressed that parents would take their child to a fast food restaurant to alleviate the pain of leaving a beloved home”
While the ad has a clear role for the brand and features the iconic golden arches (which are one of the strongest – if not the strongest – brand assets globally), issues around authenticity means there is a lack of fit (down 13%) between McDonald’s and the scenario depicted. Subsequently, the impressions viewers are left with aren’t distinctively for McDonald’s (down 6%).
“It was kind of a gotcha at the end as I didn’t realise it was for McDonald’s”
“Very generic. Initially I thought it was for NRMA”