2015 Winners & Shortlists

The Brief

McDonald’s was not known for its low priced menu, people instead would opt for the local shawarma/kabab shops. WIth the relaunch of the McSavers Menu we wanted to position McDonald's as a low-priced lunch option.

Describe how the promotion developed from concept to implementation

To serve as a constant reminder to office goers, we came up with a desktop calendar. 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 design included present day pop-culture scenarios illustrated in a style from the eras it represented. Each page of the calendar highlighted a number to call for a delivery. We send these desktop calendars to office-goers who work at a 2km radius near every McDonald’s outlet.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

We wanted to, everyday, remind office goers to choose the McSavers Menu for lunch. A desktop calendar would serve as a constant reminder. We adopted the traditional McSavers approach of 'prices from the good old days' to drive home low-priced menu message. The calendar was designed to ensure that people would want to use it to ornament their office desks.