2014 Winners & Shortlists

Results and Effectiveness

The radio interruptions broke through the massive clutter that exists on the radio stations in the UAE. The top radio stations that were selected for the plan also ensured that McDonald’s interruptions reached over 80% of the target audience. A 7% increase in footfall to the stores. 5% overall sales increase for McDonald’s vs previous months. “Tastes of the World” flavors had a 15% uplift in awareness during the period of the promotion.

Creative Execution

We took the 4-7pm drive time shows on two channels of Radio 4 FM network in the UAE; namely 89.1 FM and 104.8FM. We created multiple 30” interruptions during the launch of the Asian Burger. The special segment started with the RJ / DJ announcing the next song and the song starts as normal. About 30” into the song, there is an interruption and all of a sudden an old Chinese song starts playing with some disturbances. This goes on for about a few seconds until the announcement that introduces the Asian Chicken burger, now in stores. This was run across Hindi/English/Arabic channels multiple times across high traffic periods.

Insights, Strategy and the Idea

With ‘Tastes of the World’, McDonald’s was launching 4 new burger variants from around the world, for a limited period. Each burger represented a different country from around the world. The objective of this campaign was to build awareness and establish a distinct identity for the Asian Chicken Burger in the consumers mind. To communicate the uniqueness of each of these, we employed an equally unique and surprising way to deliver the message to the consumer.