2016 Winners & Shortlists

The Brief

McDonald’s Arabia has just launched their new platform Life Tastes Better Together. The campaign through television commercials, print and outdoor shows the importance connecting with the ones we love. The brief was now to bring the platform to life through a small-scale in-store activation. The objective was to bring people together and create lasting human connections over McDonald’s food.

Creative Execution

Guests at McDonald’s receive their food on a tray. So we redesigned the trays as pieces in a puzzle encouraging customers to find their matching tray. To incentivize people to take part, they won a small surprise in the form of ice cream and apple pie when they found their matching tray. But more importantly, they now had someone to share their meal with. This was a small-scale activation that lasted one day and with the results at hand it was a huge success.

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

In just one day, hundreds of customers participated. The trays puzzled together over 300 different and diverse connections. The connections in turn sparked hundreds of conversations, lots of shared fries and a few even exchanged phone numbers. All of this proved McDonald’s brand proposition that life does in fact taste better together.

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

We wanted to bring to life McDonald’s new brand platform of Life Tastes Better Together. And there was no better place to do that than in its restaurants. We redesigned the classic McDonald’s tray as pieces in a puzzle. We then encouraged people dining alone at the restaurant to find their matching tray. In doing so they won a small prize but more importantly they had someone to share their meal with.