• Home
  • The Awards
  • What it’s all about
  • Our Judges
  • Sponsors
  • Winners Gallery
    • 2019 NZDM Awards Winners
    • 2018 NZDM Award Winners
    • 2017 NZDM Award Winners
    • 2016 NZDM Award Winners
    • 2015 NZDM Award Winners
    • 2014 NZDM Award Winners
    • 2013 NZDM Award Winners
    • 2012 NZDM Award Winners
    • 2011 NZDM Award Winners
    • 2010 NZDM Award Winners
    • 2009 NZDM Award Winners
    • 2008 NZDM Award Winners
Menu
  • Home
  • The Awards
  • What it’s all about
  • Our Judges
  • Sponsors
  • Winners Gallery
    • 2019 NZDM Awards Winners
    • 2018 NZDM Award Winners
    • 2017 NZDM Award Winners
    • 2016 NZDM Award Winners
    • 2015 NZDM Award Winners
    • 2014 NZDM Award Winners
    • 2013 NZDM Award Winners
    • 2012 NZDM Award Winners
    • 2011 NZDM Award Winners
    • 2010 NZDM Award Winners
    • 2009 NZDM Award Winners
    • 2008 NZDM Award Winners

The App-powered Year: Driving Incremental Growth

Awards: Nexus Supreme, Nexus Gold - CRM & Data Management, Nexus Gold - Strategic Vision, Nexus Bronze - Innovation

Entrant: TRACK NZ

Nominee: McDonald's

Entrant Credits: Jeff Harris, Daniel Lunn, Michael Bache, Claire Huddart, Justin Wood, Corné Kruger, Andy Bell, John Du Preez, Leighton Gosnell, Andy Bell, Tessa Stewart, Sergei Stepanenko

Nominee Credits: Jo Mitchell, Adrian Green, Debbie Fell, Levi Due, Nicholas Wong, Nikki Jeffcote

Additional Credits: Jennifer Hilliar, Genevieve Lawrence, Kirsty Heywood, Scott Allan, Poppy Magee, David McCallen, Sam Brough, Laxmi Kumar, Laufili Lavulo, Hannah Roberts, Micaela Bos, Raymond Ocdol, Vikesh Patel, Zoe Virtue 

Entry Rationale:

As the largest player in the Quick Service Restaurant (QSR) category McDonald’s faces constant competitive pressures. They recognised that sustaining growth in an increasingly competitive and changing market would require them to increasingly leverage data and technology to drive efficiencies and incremental performance. Using their data and the local launch of a global McDonald’s mobile app, they drove a shift to 1-to-1 communication and delivered provable incremental growth.

The app was essentially a shell with basic show-and-go couponing functionality, so the local team added the smarts that turned a ‘dumb’ couponing tool into a smart, personalised, growth engine.

McDonald’s built out strong data and technology foundations to enable them to identify, segment, target, engage and measure the behaviour of individual customers. They mapped the app adoption journey to create habitual use of the app and driving incremental behaviour. And they analysed point of sale data to provide insight on what offers worked when and with who.
Finally, they established a comprehensive ongoing go-to-market approach combining always-on offers, triggered 1-to-1 communications and app-exclusive promotions to drive engagement.

McDonald’s invested into creating a single source of truth around the customer with McDonald’s being the owner of their own data. Part of this flexible future-proof tech solution was the development of a single customer view for McDonald’s customer data combining the data captured through various channels, behavioural app data with comms history and interactions, offer redemptions, and so on.

Over the course of 12 months, McDonald’s overachieved against two key success metrics. The number of new users acquired was 39.5% over target; and app attributable store visits were 58% over the targeted number. The results show comprehensively that the programme delivered a high level of incremental store visits and resultant sales - the first McDonald’s market in the world to do so.

Copyright © 2019 Marketing Association

  • CONTACT US