McDonald’s emotional activation

Cimigo
Mar 30, 2016

McDonald’s is celebrating its 25th years in Indonesia. McDonald’s is asking consumers to reminisce happy times spent with them.  Emphasising the happiness and enjoyment at McDonald’s and not just telling consumers about the delights of their menu. McDonald’s emotional activation is placing emotion before function.

McDonald’s emotional activation before function

McDonald’s consumers may participate in various engaging emotional activations  including a long march parade that was held on Sarinah Thamrin, Central Jakarta in February. The theme was ‘Bring Back Lovin’ Memories’. With the ‘Bring Back Lovin Memories’ theme, McDonald’s held a contest where consumer’s were invited to share their photo and memories, whilst enjoying McDonald’s with friends and families. The best story will be used for McDonald’s upcoming TV advertisement.

There is also an event to introduce a new jingle of McDonald’s re-arrange by Malliq & D’ Essentials (a popular band in Indonesia). If consumers can memorise and sing the full jingle during the event, they would get a free meal from McDonald’s. Jingles are under utilised by today’s marketers and Cimigo has proven time and time again in our Asia advertising research, that they provide a powerful hook to evoke memories of a brand and all that it connotes.

Somewhat similar to the famous and hugely successful Big Mac campaign of 1974 (yes I am old enough to recall this) where the Big Mac name was popularised by an advertising campaign featuring a list of the ingredients in a Big Mac: “Two all-beef patties, special sauce, lettuce, cheese, pickles, onions – on a sesame seed bun”.

McDonald’s consumers, as well as young fans of Maliq & d’Essentials, will likely be more than happy to participate.

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Pharmacity started a Brand Health Check with Cimigo in 2020 and we were immediately impressed with their great consultancy and supportive spirit. The study had interesting analysis and insights which helped us efficiently shape the marketing plan and direction moving forward. We are now working with Cimigo on a tracking basis to continuously monitor and foster our brand performance.

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I have worked with CIMIGO on educational research for over 4 months. This is extremely impressive to me by the way CIMIGO approaches, cooperating and supporting me during the research launched. Specifically, the design for both qualitative and quantitative research are practical and logical with accurate questionnaires and appropriate interviews methodology for different respondents. Moreover, the outcomes of this research helps us to recognize our opportunities in the current English Language Training Market and understand profoundly our customer needs, behaviours and expectations when sending their children to us.

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Cimigo is and will be our strategic research agency. We are happy with your work and the way our projects are handled. You walked the extra mile and we are grateful for that.

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Just to say a huge thank you for all of the film footage. We are absolutely delighted with it all. The Vox Pops are really interesting and have turned out very well – those ladies were great at talking spontaneously. Cimigo did a great job. Thank you for your patience and perseverance with getting this off the ground.

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We partnered up with the Cimigo team on what was a particularly challenging project – we were faced with numerous timeline delays and logistical concerns – yet Cimigo were incredibly accommodating through their patience, flexibility and commitment. Not only were Cimigo supportive during the set up of our project, but we were really impressed by the outputs delivered – Cimigo were insightful, rich and very comprehensive. Cimigo were brilliant partners to work with and we look forward to working with them again.

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Over the last 5 years I have worked with Cimigo on a wide array of projects, ranging from market segmentation to product testing. At all times, I found Cimigo to be swift in response and providing high quality insights and business recommendations applicable to our business. Furthermore, I am satisfied with Cimigo fieldwork quality despite the crunched timeline that we had in some projects. Overall, I highly recommend Cimigo for their professionalism.

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It was a pleasure working with Cimigo. Their expertise in consumer and market research was a significant benefit as they assisted our organization in understanding our market position in more detail and validating our hypothesis in go-to-market strategy. We were more than happy with the findings and would definitely recommend Cimigo.

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Cimigo is not the type of agency that "fill in the template", but it's customized as per the needs and expectations of Client. Cimigo makes research interesting by applying new approaches to address the business issue, for example, it's known by default that product test is CLT, but at Cimigo, we did group debate for deeper understandings and insights and that resulted as a winning product which is selling well in the market. Last but not least, Cimigo makes me understand that research is a journey, not just a project."
Cimigo is not the type of agency that "fill in the template", but it's customized as per the needs and expectations of Client. Cimigo makes research interesting by applying new approaches to address the business issue, for example, it's known by default that product test is CLT, but at Cimigo, we did group debate for deeper understandings and insights and that resulted as a winning product which is selling well in the market. Last but not least, Cimigo makes me understand that research is a journey, not just a project."

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We have worked with Cimigo over 2 projects in Vietnam. Cimigo has proven to be reliable being on top of the projects, managing different stakeholders and business objectives. They are flexible in terms of ways of working and are able to cope with last minute changes. The research findings (Quant + Qual) have helped us understand Vietnamese in a deeper level, allowing us to make clear decisions to be successful in the market. Thank you Cimigo team for supporting us.