Brand | MCDONALD'S EGYPT |
Product/Service | QUICK SERVICE RESTAURANTS |
Entrant | FP7/CAI Cairo, EGYPT |
Category | Consumer Services |
Entrant Company
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FP7/CAI Cairo, EGYPT
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Advertising Agency
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FP7/CAI Cairo, EGYPT
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The Brief
Consumers are becoming more health conscious and more concerned with the quality of food they eat. Since “quality” is one of McDonald’s values, McDonald’s tried to deliver facts about ingredients through the tray-mat in the past, but failed to grab consumers’ attention. For years, people misused tray-mats as sheet-like-plates and rarely did they read anything on them. Our challenge was to find an interesting way to talk about our ingredients, on a medium that was often ignored. We created a promotion using the tray-mat, giving it a more interesting fate than what where it usually ended up.
Creative Execution
To get our quality messages across to consumers in an interesting way, we created a promotion using the tray-mat and gave a chance for consumers to interact with it. Instead of having another boring tray-mat with paragraphs of facts written on it, this tray-mat was 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. On the back were instructions of how to fold the shapes and mechanics of the promotion. To further entice consumers with the game, we created an offer; if they successfully complete an origami shape, they get a free menu item corresponding to the main ingredient.
The campaign ran for around two months, from the 26th of October 2015 till the 30th of December 2015 and took place across all the stores in Cairo.
Describe the success of the promotion with both client and consumer including some quantifiable 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.
Explain why the method of promotion was most relevant to the product or service
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 each individual personally, rather than on a mass level. With this campaign, the tray-mat was designed in the form of a game that allowed consumers to redeem free menu items in their upcoming visit upon completion of the game.
Credits
Ahmed Hafez Younees |
FP7/CAI |
Executive Creative Director |
Mostafa Abdelmawla |
FP7/CAI |
Graphic Designer |
Nour AbdelHamid |
FP7/CAI |
Copywriter |
Moheb Samir |
FP7/CAI |
Studio Manager |
Khaled Esmail |
FP7/CAI |
Senior Studio Finalizer |
Farah Mansour |
FP7/CAI |
Account Director |
Youssef El Tohamy |
FP7/CAI |
Account Supervisor |