2016 Winners & Shortlists

Brief Explanation

Tray-mats are given to each and every person that places an order inside McDonald’s stores. Approximately 35,000 tray-mats are distributed among consumers everyday. Not only does the tray-mat serve as a clean sheet of paper to place the food on but also as a communication medium. Because every consumer that comes in to make an order receives one, it is considered to be one of the most effective means of communication to reach every individual personally, rather than on a mass level.

Creative Execution

To get quality messages across in an interesting way, we created a promotion using origami tray-mats, giving consumers a chance to interact with them. These tray-mats were split into six squares; one contained information about McDonald’s quality and the other five showed the main food ingredients of McDonald's (beef, chicken, vegetables, egg and potato), stating quality facts about them. The offer required consumers to successfully complete an origami shape, and in turn get a free menu item corresponding to the main ingredient. The campaign ran for two months, from October 26th till December 30th, 2015 and took place across Cairo.

Results

By offering consumers a fun activity, we managed to turn a stagnant medium to an in-store interactive way of getting our message across, revealing a fact about each ingredient once its shape was completed. The campaign was a success, creating an unusual bond between the brand and the consumer. Even though the average redemption rate of any in-store coupon-based promotion McDonald’s carries out is around 10%, this promotion managed to reach double that with a redemption rate of 20%. The consumers got the information they needed to know about McDonald’s quality in an interesting and engaging way.