Brand | MCDONALD'S |
Product/Service | McDONALD'S |
Entrant | FP7/DOHA, QATAR |
Category | Illustration |
Entrant Company
|
FP7/DOHA, QATAR
|
Advertising Agency
|
FP7/DOHA, QATAR
|
Brief Explanation
To constantly remind office goers to choose the McSavers Menu for lunch by calling the call-centre number.
McDonald’s was not known for its low priced menu, people instead would opt for the local shawarma/kabab shops. We needed to position McSavers Menu as low-priced lunch option.
The Brief
McDonald’s is also competing with local lunch shops that dish out a menu for low prices.
Our brief was to catch the attention of office-goers and get them to choose from the low price McSavers menu.
How the final design was conceived
It’s a known fact that calendar months from the years gone by repeat themselves.
That’s a nice coincidence because our prices are from the good old days too.
We split the calendar into four eras, 1959, 1970, 1981 and1987.
The illustration style was adopted from the eras it represented.
The design included present day pop-culture scenarios illustrated in a style from the good old days.
Each page of the calendar highlighted a number to call for a delivery.
We send these desktop calendars to office-goers who work near the McDonald’s outlet, to serve as a constant reminder.
Indication of how successful the outcome was in the market
The call centre number received 32% more orders.
Even though it was a direct mailer send to the offices near the McDonald’s outlet, we had customers queuing up at our outlets asking for a free calendar.
Owing to this demand, by mid of January we printed extra calendars, which we gave along with a McSavers meal.
Target Audience: Office goers who work at a 2km radius to every McDonald’s outlet
McDonald’s was not known for its low priced menu, people would usually opt for the local shawarma/kabab shops. We needed to position McSavers Menu as low-priced lunch option.
Credits
Jaison Ben |
FP7 Doha |
Creative Director |
Oscar Armelles |
FP7 Doha |
Creative Director |
Wissam Mattar |
FP7 Beirut |
Creative Director |
Jaison Ben |
FP7 Doha |
Copywriter |
Jaison Ben |
FP7 Doha |
Art Director |
Manuella Mankhoul |
FP7 Doha |
Art Director |
Elie Fakhry |
FP7 Beirut |
Art Director |
Jospehine Habchi |
FP7 Beirut |
Arabic Copywriter |
Nicolas Diab |
FP7 Beirut |
Production Manager |
Mia Estephan |
FP7 Beirut |
Account Manager |
Viraj Nandivadekar |
FP7 Doha |
Illustrator |
Oscar Armelles |
FP7 Doha |
Art Director |
Ajmal Mohammad |
FP7 Doha |
Art Director |