Brand | MCDONALD'S |
Product/Service | FOOD |
Entrant | DDB DUBAI, UNITED ARAB EMIRATES |
Category | Use of Merchandising / In-Store Marketing |
Entrant Company
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DDB DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
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DDB DUBAI, UNITED ARAB EMIRATES
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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.
Credits
Firas Medrows |
DDB DUBAI |
Executive Creative Director |
Zahir Mirza |
DDB DUBAI |
Group Creative Director |
Victor Haffling |
DDB DUBAI |
Copywriter |
Iain Stewart |
DDB DUBAI |
Copywriter |
Motaz Albunai |
DDB |
Art Director |
Andreas Schwitter |
DDB |
Art Director |
Iris Minnema |
DDB |
Business Director |
Sama Ibrahim |
DDB |
Account Manager |
Amit Vyas |
DDB |
Planner |
Wissam Moubarak |
Ddb Dubai |
Production Manager |
Ashish Varghese |
DDB DUBAI |
Production Manager |
Tarek El Kady |
McDonald's |
Senior Director Marketing MEA |
Mazen Sous |
McDonald's |
Director of Marketing/Communications |
Sa’ed Totah |
|
GCC Co-op Marketing Director |