EVERY ORDER GETS ITS OWN TRIP
Brand | MCDONALD'S |
Product/Service | MCDELIVERY |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Posters |
Idea Creation
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FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Media Placement
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UM MENA Dubai, UNITED ARAB EMIRATES
|
PR
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FP7/DXB Dubai, UNITED ARAB EMIRATES
|
The Campaign
McDonald’s treats every order as an individual delivery. Literally. EVERY ORDER GETS ITS OWN TRIP.
This was a living testament of its strong delivery network. And we wanted to show that advantage.
Creative Execution
The one thing that people are so used to seeing on UAE’s roads are the iconic McDelivery bikes cruising and wiggling ahead, be it highways or traffic jams. The back shot of the box on a bike driven by a McDelivery biker is something that everyone recognizes across the UAE. So, to demonstrate McDonald’s philosophy of treating every order as an individual delivery for each customer, we created graphic posters that used the boxes behind the bikes as the medium. Each box was designed into an iconic and recognizable food item from the McDonald’s menu; a visual depiction of an individual order getting its own exclusive trip.
We placed these posters in and around McDonald’s outlets and Drive-thrus, so that customers visiting our outlets have many more reasons and occasions to order for McDonald’s, and say “I’m lovin’ it”.
Indication of how successful the outcome was in the market
McDelivery orders: +4%
Awareness of McDelivery: +20%
Perception of "Fresh" Delivery: +23%
We looked at the one thing that every customer wants – the desire to get their order delivered not just in time but having the food being piping hot and fresh. A strong delivery network ideally should ensure just that. But, the very concept of delivery service means that time and therefore, the freshness, can often tend to be lost, due to the logistics of bikers managing multiple deliveries at the same time.
Credits
Kartik Ayar |
FP7/DXB |
Creative Director |
Wayne Esslemont |
FP7/DXB |
Senior Art Director |
Tahaab Rais |
FP7/DXB |
Regional Head of Strategic Planning |
Tarek Ali Ahmad |
FP7/DXB |
General Manager – Business Unit |
Faissal Shaar |
FP7/DXB |
Senior Account Executive |
Yara Berjawi |
FP7/DXB |
Account Manager |
Moushami Bhattacharya |
FP7/DXB |
Strategic Planning Manager |
Oliver Robinson |
FP7/DXB |
Executive Creative Director |
Amit Borawake |
FP7/DXB |
Senior Retoucher |
Imran Ahmed |
RAKS Press services, Sharjah |
3D Designer |
Jad Daou |
UM MENA |
Associate Media Director, Planning |
Nurul Habib |
UM MENA |
Media Planner |
Irfan Ibrahim |
UM MENA |
Business Director |
Deepa Chettur |
UM MENA |
Media Operations Supervisor |
Hadi Sassine |
UM MENA |
Trading Director |