2018 Winners & Shortlists

EVERY ORDER GETS ITS OWN TRIP

BrandMCDONALD'S
Product/ServiceMCDELIVERY
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryIllustration
Idea Creation FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement UM MENA Dubai, UNITED ARAB EMIRATES
PR 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”. Print ads and social posts extended the idea.

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

Name Company Role
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