2014 Winners & Shortlists

Results and Effectiveness

For the first time in the region, such a stunt was performed on a local UAE TV channel. An old fashioned teaser revealer method was used in an effective and simple way to communicate the message. The Mexican burger got instant recognition and was sold out within 3 weeks of launch. 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 promo.

Creative Execution

We took the popular prime time program @Fashion on Abu Dhabi One TV channel in the UAE and converted the start of the program into the Mexican language, during the launch of the Mexican burger. The shows hostess instead of speaking Arabic which the audience are used to, started off in the Mexican language for about 30 seconds, completely taking the viewer by surprise followed by the Mexican burger introduction.

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 in the UAE. The objective of this specific campaign was to build awareness and establish a distinct identity of the Mexican burger in the consumers mind. To communicate the uniqueness of the Mexican Burger, we employed an equally unique and surprising way to deliver the message to the consumer.