2017 Winners & Shortlists

DRIVE THRU MADE FUN

Client/BrandMC DONALD'S
Product/ServiceDRIVE THRU SERVICE
EntrantLEO BURNETT Riyadh, SAUDI ARABIA
Type of EntrySocial
CategoryCo-Creation & User Generated Content
Idea Creation LEO BURNETT Riyadh, SAUDI ARABIA
Media Placement LEO BURNETT Riyadh, SAUDI ARABIA

The Campaign

The idea was to bring back fun and entertainment to drive thru experiences by creating an instagram activation. We started the campaign by seeding a couple of videos featuring people ordering from McDonald’s Drive Thru in a genuine, creative and fun way. Then we started the conversation on a new hashtag and invited people to participate by creating and sharing their own creative version of ordering through McDonalds drive-through.

Creative Execution

The campaign was launched for a few days and only on Instagram.

In only the first weekend, We managed to gain fully organic and earned exposure in social media and McDonald’s channels. Our reach and engagement with the public was as follows: • Impact: 270,000 views and 40,000 Likes • Conversation: 1,000 comments • Engagement: an increase on Instagram followership by 25% • People engagement and videos: More than 60+ Videos were uploaded within 2 days McDonald’s gained an increase of 2 percent on the McDonalds drive Thru business. The campaign kept the same stagnant growth for gained over a 150 new customers per day.

Studies showed that during traffic Instagram viewership peeked, and since McDonalds stores are located next to traffic lights in the city’s main streets, the strategy was to use Instagram as the main platform for this campaign to entice participation and consequently engagement with the brand.

Credits

Name Company Position
Bechara Mouzannar Leo Burnett Chief Creative Officer
Mohammed Bahmishan Leo Burnett Executive Creative Director
Alexandre Choucair Leo Burnett Creative Director
Ehab Armanious Leo Burnett Associate Creative Director
Noor Wafa Leo Burnett Arabic Copywriter
George Maktabi Leo Burnett Regional Managing Director
Mazen Mitri Leo Burnett General Manager
Fady Yamak Leo Burnett Communication Director
Mohammed Alshamsi Leo Burnett Communication Executive
Links
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