AdDude's Insights

Well it has been a crazy year since this blog started last August. I was just finishing up University and college and now I am working on the National McDonald’s team at Cossette for almost a year. Time flies! It is so easy to lose track of all the cool stuff that has happened over the year in Advertising, marketing, and technology. So to commemorate this momentous occasion I am going to start an annual tradition: Wait for it…

The Best of Advertising This Year According to Lifson

1. Meet Milo- The Future of Interactivity- http://lifson.com/?p=258
Milo, which uses Project Natal for amazing interaction with an on-screen character is simply incredible. Microsoft makes this a must see!

2. How to Tell Your GF You Aren’t Having Beer With Friends- http://lifson.com/?p=800
The Andes Teletransporter was an incredibly humorous and unique activation that was truly integrated campaign that blended advertising with engaging Impact pieces

3. Esquire Comes Alive- http://lifson.com/?m=20091116
For their December issue, Esquire developed an Augmented Reality cover featuring none other then Robert Downey Jr. Downey introduces the issue and does a brief plug for the Sherlock Holmes movie. Bonus content was accessed and controlled on the Esquire website by installing an app and interacting with the Augmented Reality marker. This was pretty innovative for the print world

4. McDonald’s Burger Debate on Facebook and Up in the Air- http://lifson.com/?p=793
Once again a shameless plug for my team at Cossette, but this was pretty innovative and garnered a lot of press and interaction

5. If Marriage is Hell, Why Spare Homosexuals? http://lifson.com/?p=730
This clever and humorous video featuring Justin Long was created by opponents of California’s Proposition 8, which banned gay marriage in the state in 2008

6. Andre 3000 Brings Everyone Together For Nike- http://lifson.com/?p=738
This one is just cool featuring Kobe Bryant in the company of greats

7. Come For A Quickie- http://lifson.com/?p=720
Tourisme Montreal and Tourism Toronto launched a collaborative marketing effort designed to encourage people from both cities to see what the other has to offer. The campaign plays with the ongoing rivalry between Canada’s biggest cities, taking the Ashley Madison approach to travel and cheekily suggesting it’s OK to “cheat” on your city

8. Apple To Place Ads In OS- http://lifson.com/?m=20091106
This is a no-brainer, yet very smart move for Apple. A possible mechanic to the system would be that users could receive a free operating system upgrade in return for accepting the ads. Logic would also dictate that users would be happier to fill out certain information for the service, and it would ensure extremely targeted ads

9. Cossette and General Mills Add Latin Flare to Online Shows- http://lifson.com/?p=517
Mi Marido, Mi Angel (My Husband, My Angel), was created by Cossette for the Old El Paso brand. Fjord, the agency’s digital division, worked with CTV to have it listed at CTV.ca as a regular show

10. Amazing Anti Aids AD- http://lifson.com/?p=452
“AIDES graffiti” has great animation work against AIDS, promoting the use of condoms from TBWA Paris

No Comments | In: Uncategorized | tags: 2009, 2010, Advertising, Best of, Cossette, Eric Lifson, Fjord, General Mills, Marketing, McDonalds, Microsoft, Newspapers, Nike, Shopping. | #

Shameless promo for my team:

There are people who like burgers. There are people who like balloons. McDonald’s Canada has launched a campaign to bring these people together for a hearty exercise in Facebook-based democracy.

McDonald’s new online effort asks consumers to login to the Social Network and vote for their favourite McD’s burger–Big Mac or Quarter Pounder with Cheese–between now and July 28.

The vote results are reflected in real-time with two gigantic helium balloons in the shape of each meat treat, floating high above the longitudinal centre of Canada: Landmark, Man. The burger with the most votes flies higher and users can monitor the campaign’s progress via live webcam.

“We wanted to re-ignite the passion in Big Mac and QPC enthusiasts, reminding them what they love about their favourite burger while creating interest with new consumers,” said Hope Bagozzi, director, national marketing, McDonald’s Restaurants of Canada. “The intent is to celebrate both products as they each have their claim to fame. We want to find out which group of passionate fans will be able to rally their troops and get the vote out in favour of Team Big Mac or Team QPC. What better way to illustrate a debate of this magnitude than with giant, oversized burger balloons?”

By late Tuesday morning, there had been more than 28,400 votes cast, with the Big Mac ahead by about 2,600 votes. The McDonald’s Canada Facebook page has 72,203 fans.

While this campaign, from McDonald’s Canadian agency Cossette and its digital arm Fjord, will live only online, it is part of a larger campaign to highlight some of McD’s more traditional products that includes TV, radio and outdoor. On Monday, the company unveiled a new outdoor effort in Toronto showing how messy a Big Mac could be by draping over-sized pickles and shreds of lettuce over a car beneath the billboard which includes a closeup of a Big Mac with the headline: “Worth the mess.”

2 Comments | In: Uncategorized | tags: Cossette, McDonalds. | #

Hello All,

I am pleased to announce that Cossette Media has received numerous awards including the Media Concept of the year at the Media Awards yesterday evening, hosted by Infopresse. Let’s see what Infopresse had to say:

“Mentos and Cossette Media have won top honours last night at the Media Awards, presented before some 500 people, receiving the Grand Prize for the “Make Your World Go Rounder” campaign.

Mentos: Make your world go rounder. It is in French, but you get the point. Very cool stuff!

http://resultats.infopresse.com/prixmedia/2010/Resultats/MixMedia/1807_Cossette.html

Grand Prize: Media Mix (+$250 000)

1 Comment | In: Uncategorized | tags: Advertising, Cossette, Innovation, Media, Mentos. | #

No Comments | In: Uncategorized | tags: Cossette, Ikea, Jungle Media, Media, Nike. | #

Nestled on CTV.ca between online episodes of Degrassi and All My Children is a new tongue-in-cheek Spanish soap opera created by General Mills as a lighthearted break for female consumers.

According to Marketing Week, the show, called Mi Marido, Mi Angel (My Husband, My Angel), was created by Cossette for the Old El Paso brand. Fjord, the agency’s digital division, worked with CTV to have it listed at CTV.ca as a regular show.

Each of the series’ three episodes features the white-suited character Roberto, who has been appearing in Old El Paso ads since August 2009. The cast includes the villainous Alejandro, the bumbling Consuela, vixen Isabella and hunky Felipe.

By enabling Facebook integration, the viewer’s name and picture will be integrated into various scripted sequences.

Regardless of the viewer’s gender, however, the role they play will always be female–part of the execution’s female shopper focus.

The project is being promoted through banner ads on CTV.ca, and 25% of those who click through are watching the content, according to Cossette. The show is also promoted in one of the network’s promotional media “carrousels” and through General Mills’ consumer newsletters.

While Cossette has worked on Old El Paso for almost 10 years, Mi Marido was not the result of a typical client brief. They pitched the idea for one of General Mills’ internal contests last autumn.

“There weren’t any specific metrics that needed to be delivered on, or it wasn’t about increase in trial. It was just a brand engagement,” said Lana Pawziuk, digital strategist at Fjord.

Cossette will likely be shooting a new television ad for the brand in the coming weeks, and if there is enough positive response to Mi Marido, Pawziuk said new episodes could be created.

Check this link now! http://shows.ctv.ca/MyHusbandMyAngel.aspx

4 Comments | In: Uncategorized | tags: Cossette, Digital, Old El Paso. | #

Check out the video to see the McDonald’s steaming bus shelter in action.

No Comments | In: Uncategorized | tags: Advertising, Cossette, McDonalds, Out-of-Home. | #

Eric Lifson went to McDonald’s, Tim Hortons and Subway to get insights into Quick Service Restaurants during breakfast. Check it out!

 Competitive Analysis-

Canadian QSR Marketplace Overview
 
Subway competes directly with Quizno’s and Mr. Sub in the fresh sandwich segment of QSR.  All three brands attempt to lure customers away from burger places like McDonald’s, Wendy’s and Burger King, and all three offer sandwiches made fresh in front of their customers.  However, both Quizno’s and Mr. Sub have a minor share of the market in Ontario. In fact, Subway’s biggest competitors in QSR are McDonald’s and Tim Horton’s. McDonald’s is considered the “easiest” and “fastest” choice among consumers.  Its large market share also ensures heavy market saturation.  McDonald’s has also begun offering fresh sandwich choices, putting it in direct competition with Subway.  Tim Horton’s on the other hand  has over 2800 locations throughout Canada and has a very strong image of being a “Canadian Brand”.  It also offers a selection of sandwiches for lunch. However, these sandwiches are not made “fresh” in front of the customer. Tim Horton’s sandwiches are limited in selection and come with pre-selected toppings with very little “choice”.  McDonald’s, Tim Horton’s, and Quizno’s all have heavy overhead and find it difficult to establish locations in smaller venues such as transit stops, hospitals or outdoor events.  

 McDonald’s:

• McDonald’s has placed considerable emphasis on enhancing its brand positioning through sponsorship of events and sports
• McDonald’s aim is to be the best quick service restaurant experience
• McDonald’s has positioned itself as a favourite among children with the Happy Meal
• McDonald’s is the largest food service company in the world
• McDonald’s menu concentrates on five main ingredients: beef, chicken, bread, potatoes and milk
• The brand has responded to consumer health concerns by introducing healthier menu items such as salads, sides,  fresh sandwiches, and fruit snacks for children

Tim Horton’s

• Despite being owned by Wendy’s, Tim Hortons has supplanted McDonalds as Canada’s largest food service operator
• Tim Hortons commands 76% of the Canadian market for baked goods
• Holds 62% of the Canadian coffee market
• Tim Horton’s has a lunch selection that includes soups, chili, and sub style sandwiches
• In October 2007 Tim Horton’s launched the Chicken Fajita Wrap, which contains spiced chicken and sautéed vegetables
• The brand is identified as being distinctly “Canadian”
• Tim Horton’s is perceived as being an important part of the community; a local meeting place, often referred to as “Timmy’s”.

Subway

• Owned by Doctor’s Associates
• Seen as healthier choice by the target market due to Jared campaign
• Has highest quantity of stores in North America
• Not traditionally a breakfast choice but trying to expand into this market

McDonalds Canada SWOT Analysis

Brand Strengths

• McDonalds has established itself as a leading brand in the QSR market
• Vast amounts of outlets in Canada (good distribution)
• Located in non-traditional places (i.e. gas stations & Wal- Mart)
• Strong brand equity- many products are iconic such as their Big Mac
• Good community relations from Ronald McDonald Foundation
• Drive-thru accesibility at some locations
• Good value- less cost than Subway
• Potential growth of the McCafe bistro restaurant concept

Brand Weaknesses

• Subway has established an image of freshness, energy, and health that appeals to its primary target market. Consumers still have poor perceptions of McDonalds in terms of health and quality from such films as Super Size Me and Fast Food Nation.  
• Not customized and made in front of you (hidden customization)
• No delivery service (Subway, Pizza Pizza & Quiznos offer this).
• Seen as ubiquitous and cheap to some

Marketing Opportunities

• There are plenty of opportunities to gain good social standing through corporate sponsorship-based community events
• McDonalds can be repositioned as a family brand (in the minds of consumers)
• Competitors have yet to gain a total grasp over the primary male target market (in terms of fast food)
• Co-branding joint ventures with other companies such as new locations and offers
• Developing the McDonalds coffee brand further

Threats

• Competitors have established themselves in the community as companies of goodwill (such as Tim Hortons: Timbit Hockey and Camp Day)
• The marketing and financial resources of McDonalds’ competitors are vast
• Co-branding between Tim Hortons and Coldstone has dangerous future implications against McDonald’s McFlurry and soft serve markets.
• Tim Hortons serves sandwiches and is offering more lunch/ dinner offerings instead of just doughnuts and coffee.
• Competitors offer a variety of products that McDonalds is not known for/ does not expertise for (Sandwiches and coffee)
• Tim Hortons is recognized by Canadian consumers as a symbol of Canada
• Starbucks is now offering breakfast items such as toasted breakfast sandwiches and oatmeal and can be a future threat

Breakfast Menu Analysis

McDonalds

Subway

Tim Hortons

Bagel B.E.LT.  two strips of crisp bacon, a seasoned egg patty, fresh lettuce, ripe tomato and processed cheese. Choice of any toasted Always Fresh Bagel 

Hot Breakfast Sandwich on a Homestyle Biscuit or bagel with choice of sausage or two strips of crisp bacon, a seasoned egg patty and processed cheese

Homestyle Hash Brown made with real shredded potato that is lightly seasoned and oven-toasted to a golden brown crispness

Toasted Bagel & Cream Cheese baked fresh throughout the day.  Can toast the bagel with choice of cream cheese or butter.

No Comments | In: Uncategorized | tags: Advertising, Breakfast, Cossette, Food, McDonalds, Positioning, QSR, Subway, Tim Hortons. | #

Cossette Inc. will consider a private-equity bid according to the Financial Post:

Canadian advertising giant Cossette Inc. will consider a hostile bid from a private-equity fund run by former founding partner Francois Duffar, but noted the sweetened offer still comes close to 10% below the firm’s closing share price on Wednesday.

Cosmos Capital Inc. of Montreal said late Wednesday that it would make a formal all-cash bid of $5.25 to shareholders of the Quebec Citybased advertising and communication firm, and raised its proposed July offer of $4.95 by 6%. The bid is valued at $88-million.

“Consistent with its obligations to maximize value to shareholders, Cossette’s board of directors will consider the offer, when launched,” said a statement from the agency, whose big-client roster includes Mc-Donald’s Restaurants of Canada, Bell Canada, Bank of Montreal, Cadbury, General Mills, Shoppers Drug Mart, Sony Corp., General Motors of Canada and Coca-Cola Ltd.

Cosmos said it will mail the offer to shareholders no later than today. Mr. Duffar and his partners say the company needs to be restructured under new leadership to realize its full potential.

In announcing its bid, Cosmos suggested that Cossette’s board has prevented company shareholders from having an opportunity to respond to the Cosmos proposal.

Read more: http://www.financialpost.com/story.html?id=2162035#ixzz0VS58i4TP

No Comments | In: Uncategorized | tags: Advertising, Canada, Cossette, General Mills, Marketing, McDonalds. | #