🎉 We’ve secured €2.25 million in late-seed funding to propel our brand marketing vision! 🥂

McDonald’s: „Fixing a problematic voice-over“

TV CAMPAIGN –  2 video variants, pretest

Strangely, both positive and negative emotions peaked at the same moment in the video. Why? And what McDonald’s did to boost the performance before airing? 


 fast-food chain in the world


brand in the world (valued at 197 billion USD)

23 billion USD

per year


McDonald’s Cup has long been a cornerstone in the company’s CSR activities and an unforgettable football experience for thousands of kids every year. Since it is an annual event, it requires regular promotion.


McDonald’s team wanted to decide between 2 variants of a 30-second ad with subtle differences in narrative and editing before its roll-out on national television.


While both variants have been performing similarly well, the second-by-second emotion analysis found a moment where both positive emotion peaked for viewers paying attention to ad visuals and negative emotion for viewers noticing “awkward” voiceover.


Within days, McDonald’s creative agency edited some of the scenes to clarify the message and recorded a new voiceover with better wording.


McDonald’s significantly strengthened the overall emotional reaction to the ad with several cost-effective tweaks and maximized campaign impact without having to spend excessive amounts of money.

Behavio's clear and concise dashboards

You're included! Ad testing is now available for everyone.

Test your ad before it airs and let your brand become the star of the commercial break.

Marie Syrovatkova

Business Insight and Expansion Analyst

With Behavio, I can rely on sophisticated solutions that effectively use advanced statistics. The high quality of the data is ensured by accurate research methods that are fun for respondents. The reports are lucid and can be used directly in presentations to our management.

Book a demo

Let’s start a discussion on how ad testing & brand tracking
can be your advantage over the competition.

Rádi se ozveme!

Nechte nám na sebe alespoň jeden kontakt
a dáme co nejdříve vědět.

Překvapivé porovnání

Porovnali jsme dvě známé značky Alza a Mall pomocí tradičního dotazníku. Potom jsme použili náš výzkum podvědomí. Víte jaký byl rozdíl ve výsledku?