2015 Winners & Shortlists

The Brief

McDonald’s was also competing with local lunch shops that dish out a menu for low prices, mainly local shawarma and kebab eateries. Our brief was to catch the attention of office-goers and get them to choose from the low price McSavers menu. We chose office goers at a radius of 2km from every McDonald's outlet and send them a desktop calendar to serve as a constant reminder.

Creative Execution

Traditionally McSavers Menu has stood for 'Prices from the good old days'. A mix of 'old style illustration' and 'present day pop-culture scenarios' ensured that the calendar had enough entertainment value, to stay on the desks of office goers throughout the year. McDonald's stands for 'simple' 'easy' and 'enjoyment' and the calendar brings to life just that.

Describe the creative solution to the brief/objective.

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 and 1987. 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. The objective was to design a calendar that would make office goers want to keep it on their table. Each page of the calendar highlighted the delivery telephone number.

Results

The call centre number, mentioned on every page of the calendar, 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.