2016 Winners & Shortlists

Brief Explanation

Drive thru sales contributes to 43% of the total McDonald’s sales in the GCC. However, if we consider the rush hours of the day, which is the 1 to 4 pm gap, and during which the drive thru service is expected to perform well, the sales within that period were surprisingly down to 16% of the total drive thru sales. Through a conducted research, we found out that the awareness towards the McDonald’s restaurants, that were specifically equipped with a Drive thru service, was extremely low which was the key insight from which our strategy was driven.

Results and Effectiveness

Media results The campaign generated an overall engagement of 24.58% compared to industry avg. of 5% -8% on rich media executions Social posts reached more individuals in U.A.E than any other markets with reaching around 42% of the total Facebook users in UAE. Also, the U.A.E Audience were the most engaged with the post, getting the highest number of comments, shares and likes. UAE also recorded the lowest cost-per-click across all six markets. Business results Increase in overall GCC Sales Revenue by 4.7% recorded during the campaign timeline for the specific afternoon period between 1pm to 4p with the highest incremental sales recorded in Riyadh & Kuwait with 30.77% and 9.8% respective increase.

Creative Execution

We created rich media executions that enable people on the go, between 1 and 4 pm, to locate the nearest McDonald’s restaurant with a drive through lane while utilizing the Google maps platform. To target users in the proximity of the store we used geofencing techniques to target users within 5kms proximity of the drive thru stores. The actual journey flows through 6 steps: Step 1 : User views the ad Step 2: Prompted to interact with the execution Step 3: Sees the nearest McDonald’s store to the users location Step 4: Pinches out to view all Drive Thru outlets in the city Step 5: Clicks on the Direction button Step 6: Deep linked to Google Maps App that navigates to the store

Insights, Strategy and the Idea

The prime prospects we were after, were the people who were looking for a convenient lunch option during that time of the day. 1)Mothers waiting to pick up their kids after school in the 1pm to 4pm time slot. 2)Time constrained consumers who are looking for a convenient way to get their food on the go due to a short lunch break allocated in their schedule. 3)People whose job occasionally or regularly requires being on the move during the day such as Architects or engineers who need to inspect a certain site or real estate agents who need to showcase property to clients.