2019 Winners & Shortlists

EASY-ORDER TOUCHSCREEN

BrandMCDONALD'S
Product/ServiceF&B
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryPosters
Idea Creation LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Placement STARCOM Dubai, UNITED ARAB EMIRATES
Production PRODIGIOUS Dubai, UNITED ARAB EMIRATES

Background.

McDonald’s has introduced Self-Ordering Kiosks in every restaurant in the region. A new digital device that makes the ordering process faster and easier than ever. McDonald’s asked us to create a series of posters to demonstrate the simplicity of the device and to encourage people to use this new service.

Describe the creative idea.

With the new self-ordering Kiosk, ordering McDonald’s is as simple as 1,2,3. Only a few easy steps, and people can enjoy their favourite food. So, we created a series of posters showing the exact number of steps needed and their exact locations on the touchscreen of the Kiosk to order an iconic McDonald's product.

Describe the strategy.

McDonald’s is continuously improving its services to deliver the best restaurant experience. With the launch of the Self-Ordering Kiosk in every restaurant in the region, the ordering process became easier and faster than ever. While serving thousands of customers every day, changing the customer behaviour with their ordering process was not an easy task. That’s why we wanted to show them a more convenient, faster and easier way to order a McDonald's product.

Describe the execution.

To convey the simplicity and the easiness of this new service, we developed minimalistic posters to graphically illustrate the exact number of steps and their locations on the touchscreen of the Kiosk. While ordering an iconic McDonald’s product, we recorded the few steps needed to complete the order with the Self-Ordering Kiosk and reproduced the same path on a poster.

List the results.

2/3 of customers used the Self-Ordering Kiosk for the first time. 70% daily orders were placed on the Self-Ordering Kiosks. Big MacTM, Oreo McFlurryTM and Filet-O-FishTM, the products which were advertised became the best sellers of the month.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
André Nassar Leo Burnett Dubai Regional Executive Creative Director
Tariq Ayass Leo Burnett Dubai Creative Director
Rodrigo Leal Rodrigues Leo Burnett Dubai Head of Art
Nicolas Richard Leo Burnett Dubai Senior Copywriter
Renaud Heneffe Leo Burnett Dubai Senior Art Director
Mahmoud Jaber Leo Burnett Dubai Communications Manager
Haytham Dayeh Leo Burnett Dubai Business Lead
Layal Hassi Leo Burnett Dubai Planning Director
Sunil DCosta Leo Burnett Dubai Print Production manager