Case Study

McDonald'sMcCafe madness


In a TV ad for McCafé, McDonald’s said what everyone was thinking when it comes to the world of coffee.

They teamed up with Leo Burnett London to create the ad, which took a humorous approach to ordering coffee. Playing on current pop-culture, it poked fun at artisanal coffee, hipster cafés and extreme prices, featuring customers attempting to order coffee but becoming confused over the minefield of options.

This funny, light-hearted approach not only showed how their coffee is the quick and simple option, but made a memorable advert.

BEHAVIOURAL ECONOMICS USED

Here McDonald’s leverage SUBCONSCIOUS VALUE ACTIVATION which proves that individuals respond more to emotional triggers e.g. fear, love, excitement and anger. In this campaign they have used humour as a trigger to create engagement. As a little bonus they also use VALUE PERCEPTION which states that price dictates how you value something, even when applied to seemingly identical products. Presenting their coffee as similar to others and showing the lower cost alters the value perception.

Case Study

CharminTwitter account


Charmin are a perfect example of how humour keeps customers engaged and active. Their campaign, #TweetFromTheSeat, is not only funny and light-hearted, but a big talking point over on Twitter. 

It encourages people to tweet from the toilet using the hashtag #tweetfromtheseat. Whether their 280 characters is about politics, the weather or pop-culture, Charmin want to hear it. Not only has this got plenty of people involved, but it’s a fantastic marketing campaign for Charmin that’s already been around for years.

BEHAVIOURAL ECONOMICS USED

We couldn’t help laugh at this one as a great example of COMMITMENT – PERSONAL INVESTMENT bias (the more committed we are as individuals in creating something, the better we feel about it). It’s not quite getting involved in the product – but it’s absolutely investing in the brand and if we mixed that up with a bit of STATUS QUOING – no wonder the brand is growing.