NO SUCCESSFUL MARKETING CAMPAIGN COMES WITHOUT ITS CHALLENGES.
Challenges awardwinning marketers relish. NZ Marketing sits down with the eight Effie Awards 2020 gold medal-winning marketers, across nine categories, representing seven top brands as they share their strategies for success – and how their creative partnerships helped them realise this.
MOST EFFECTIVE USE OF DIGITAL TECHNOLOGY
From pocket to profits: how data powered digital delivered growth for Macca’s - DDB & McDonald’s New Zealand.
Adrian Green, Head of Consumer and Business Insights, Digital Marketing and Merchandising, McDonald’s New Zealand.
Customer convenience is as easy as a Smartphone swipe. How is Macca’s keeping up with the times?
McDonald’s is a recognised but fairly mature brand that’s famous for restaurants and drive thru. We’re aware of how customer’s view convenience is changing, and Maccas has been on a digital acceleration plan for the last three years with the introduction of digital menu boards, kiosks and the monopoly app.
Locally, there has been a consistent increase in competitive pressures, particularly on value promotions. We could see that competitor promotions were increasing in depth and frequency, but because of their mass nature, penetration was reducing. Still, it was a lot of noise, and we were aware of a general trend towards value seeking that we
