2013 Winners & Shortlists

I LOVE YOUR TALENT

BrandMcDONALD'S MOROCCO
Product/Service20TH ANNIVERSARY
EntrantOMD Casablanca, MOROCCO
CategoryUSE OF DIGITAL MEDIA (INCLUDING INTERNET, MOBILE DEVICES, ETC)
Advertising Agency TBWA\ALIF Casablanca, MOROCCO
Media Agency OMD Casablanca, MOROCCO
Entrant Company OMD Casablanca, MOROCCO

Results and Effectiveness

We gave Moroccan youth a completely immersive and engaging experience that was entirely built around them and the things that make them tick. J’Aime Ton Talent has garnered 178,256 submissions to date across the five talent categories - nearly three times more than initially targeted. Whilst on the J’Aime Ton Talent site, users spent an average of 8 minutes per visit – the equivalent of 2 years of rich and entertaining brand interaction. Finally, from a business perspective, weekly visits to McDonald’s rose by 7% – three times initial targets. After successfully celebrating its 20th anniversary, McDonald’s remains number one.

Creative Execution

With young Moroccans incredibly tech-savvy, heavy web users and so socially connected, ‘J’Aime Ton Talent’ was created with digital consumption in mind, becoming Morocco’s first online platform for talent sharing. On offer to the five most talented individuals was a share of 1 Million Dirhams ($100K) – a first in Morocco. Potential talents could compete in five categories - Music, Comedy, Photo, Video & Art. Making the hot or not decisions were judges including DJ Momo, Younes Lazrak, Mali Mohamed, Dino Sebti and El Moulim Arsi. Talents were judged on four factors - theme, technique, originality and of course integration of McDonald’s. All submissions were encouraged to share entries across social networks and unlike other talent initiatives votes were free – courtesy of McDonald’s. Multiple touchpoints were used to support ‘J’Aime Ton Talent’ including TV, radio, outdoor, ambient, partnerships, magazines, merchandizing and POS.

Insights, Strategy and the Idea

With high unemployment and rising living costs – there has been little for Moroccan youth to cheer about. Approaching its 20th anniversary, McDonald’s had the perfect opportunity to get closer to youth and inject some much-needed optimism into Morocco. Like youth worldwide, talent shows have captured the attention of young Moroccans. However, audience involvement is often limited to watching as economic realities mean many cannot provide support to their compariots. 5m Morrocans live on around $1.50 a day so $2 SMS to vote is a lot to ask. In response, we created ‘J’Aime Ton Talent’ – a place for young Moroccans to showcase their talents and emotions for McDonald’s at no-cost. By offering a free platform for youth to share their talents, we could provide them with an opportunity to be recognized and positively connect with McDonald’s. Plus, we could completely involve them in McDonald’s 20th anniversary celebrations.

Credits

Name Company Role
Eric Bequin OMD Morocco Managing Director
Cedric Penven OMD Morocco Digital/Insight Director
Ghita El Kholti OMD Morocco Account Manager
Rachid Hamdad TBWA/ALIF Deputy Managing Director
Karim Belghiti TBWA/ALIF Creative Director