Brand | MC DONALD'S |
Product/Service | DRIVE THRU SERVICE |
Entrant | LEO BURNETT Riyadh, SAUDI ARABIA |
Category | Use of Social Platforms |
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 McDonald's drive-through.
Creative Execution
The campaign was launched for a few days and only on Instagram.
Describe the success of the promotion with both client and consumer including some quantifiable results
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 McDonald's drive Thru business. The campaign kept the same stagnant growth for gained over a 150 new customers per day.
Explain why the method of promotion was most relevant to the product or service
This entire idea is based on co-creation and inviting the public to be part of their own creative activation.
Studies showed that during traffic Instagram viewership peeked, and since McDonald's 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
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
Social Media URL