Case Study for McDonalds
With Civeys help, we were able to launch the McCrispy Downtime Index in no time at all. This allowed us to tell a truly unique story and raise awareness of McCrispy throughout Germany in an entertaining way.
Every year, McDonald's delights customers with new products, whose launches are accompanied by extensive marketing campaigns. These products reflect local preferences and eating habits, breathe new life into the menu, and strengthen the fast-food giant's brand presence. Through this constant innovation, McDonald's remains popular and relevant to both regular customers and new visitors.
The Background
To launch the McCrispy, McDonald’s wanted to launch a sensational campaign that would make the burger famous throughout Germany. The renowned advertising agency Scholz & Friends came up with a creative hook: The McCrispy is so crispy that, due to the noise it makes when you bite into it, it can only be served outside of quiet hours. To spread the word about this extraordinary message surrounding the McCrispy, a large-scale advertising campaign and data-driven storytelling were needed.
The Goal: Efficient Marketing and a Compelling Data Story
McDonald’s needed well-researched and engaging content as the foundation for the campaign—and that’s where Civey came in. The goal was to conduct a comprehensive analysis of how important statutory rest periods are to people in Germany. The challenge: to produce a robust and detailed study without losing sight of the advertising message. The large-scale, national campaign included: TV, radio, online advertising, influencer marketing, and out-of-home advertising, as well as a PR campaign.
Our Solution: The Quiet Time Index
Great stories are built on valid data. That’s why, on behalf of McDonald’s, we surveyed 20,000 Germans over a seven-day period about their subjective perception of noise and the importance of quiet times. The results were analyzed by target group and region. Our consulting team synthesized the data for Scholz & Friends and McDonald’s and identified the key insights. This allowed us to quickly and easily enrich the campaign with data.
Together with Scholz & Friends, we developed the Quiet Hours Index. It shows in which counties and cities Germans are most sensitive to noise. Overall, our goal was to provide McDonald’s with well-founded, research-based data that would lend more depth to the message. We also aimed to lay the groundwork for further PR and marketing initiatives. Our consulting team was always on hand to guide them through the project.
The result: Solid data on the importance of legally mandated rest periods
The city where people value rest the most is... drumroll... Rostock! Scholz & Friends and McDonald’s used this insight to take the story further: Influencer Aaron Troschke set out to ask Rostock residents about their perceptions of noise. The result was a high-reach Instagram Reel.
In addition, the study provided further exciting insights for data-driven storytelling. Scholz & Friends visualized the data in a clear and concise fact sheet. Other influencers and advertising channels also helped spread the campaign’s message, ensuring widespread awareness of the new burger in Germany.
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