North American Male Informative, Online Add, Mccdonalds
Description
Vocal Characteristics
Language
EnglishVoice Age
Middle Aged (35-54)Accents
North American (Canadian-General)Transcript
Note: Transcripts are generated using speech recognition software and may contain errors.
The cost of living had risen dramatically in Ks A during the pandemic that was at 15% and food inflation had spiraled out of control to 14.9%. Almost an eight fold rise. Saudis were feeling the pinch and desperately looking for ways to make savings towards the end of the year. In response to the rising prices, other Qsr brands had aggressively pushed their value platforms making the affordability category incredibly competitive. MS saver's historical reliance on short term tactical executions had also limited the platform's equity scores for long term awareness, perceived value and loyalty. This meant that whilst Mor offered a great value proposition, it had never made an emotional connection with our audience for the MSA menu to stand out and build lasting equity for the platform, we needed to create a deeper bond with our audience with messaging they could relate to instead of simply relying on the value proposition of the brand consumer response to Ks A's financial situation led to insight that no one wants to miss out even when times are tough. So people often turn to their friends, family and loved ones for help. We brought this to life with three funny and relatable scenarios. People could imagine experiencing themselves where the mcs savers value helps our characters out of a tight spot. Because even if you're in a pickle mcdonald's got your back with the MC Savor meal, the combo of humor and choice of Arabic phrase commonly used amongst friends helped deliver our message on a much more personal level along with the locally relevant tone made the videos hugely popular upt immediately exceeded the 10% increase. We targeted rising by 18% from 100 95 to 230 on average during the campaign and contributing to 9.2% of sales people were so impressed by the msa's affordability that 17% of the followers commenting on the posts were surprised to learn these were permanent price points and not simply limited time offers. Things began to heat up three weeks after the campaign ended when we reached a peak of 255 up t really highlighting the continued impact of the campaign. The high number of shares on Instagram also proved how relevant and useful the campaign's communication was to followers. 85% of those shares were of the three social films affirming that followers found the content enjoyable, helpful and share worthy pay media elevated the campaign further by reaching 9.7 million unique users and generating 20.2 million in this simple human led approach with the relatable emotional anchor made our represents good value for moan hot score jump an impressive four points double what we targeted as a result MSA exceeded all our objectives and built lasting equity with our customers. Reminding everyone that whatever situation you find yourself in mcdonald's got your back with the MSA Meal.