2019 Winners & Shortlists

EASY-ORDER TOUCHSCREEN

Client/BrandMCDONALD'S
Product/ServiceF&B
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
Type of EntryUse of Direct
CategoryUse of Technology
Idea Creation LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Placement STARCOM Dubai, UNITED ARAB EMIRATES
Production PRODIGIOUS Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Direct?

McDonald’s is continuously improving its services to deliver the best restaurant experience. This promotional game directly engaged the customers in a playful challenge to demonstrate that their new digital ordering service - the Self-Ordering Kiosk, makes the ordering process faster and easier than ever.

Background.

McDonald’s has introduced Self-Ordering Kiosks in every restaurant in the region. Even though the new digital device makes ordering process faster and easier, the customers by habit walk towards the counter. So, McDonald’s assigned us to promote the Self-Ordering Kiosk and to demonstrate its simplicity.

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 favorite food. We graphically reproduced the steps needed to order with the Self-Ordering Kiosk. In a minimalistic way, we used the exact number of steps and their precise locations on the Self-Ordering Kiosk’s screen to illustrate that ordering with this new technological device is really easy.

Describe the strategy.

The introduction of the Self-Ordering Kiosk in every McDonald’s in the region is an additional service developed to strengthen the restaurant’s experience. The approach was to engage directly with all our customers and demonstrate them that there is a new way to order, that is faster and easier.

Describe the execution.

With the new Self-Ordering Kiosk technology, ordering McDonald’s products is so easy that people can even order blindfolded. Literally. We blindfolded our customers and challenged them to reproduce the simple steps, previously memorized, to order their favorite food for free. To convey the simplicity and the easiness of this new service, we created minimalistic animations on the Self-Ordering Kiosks. The animations were showing the exact number and the precise locations of the steps needed to order an iconic McDonald’s product. Then, once the customers memorize the simple steps, a McDonald’s Manager gave them a blindfold and let them experience this new interactive technology to win a free McDonald’s product.

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, Chicken McNuggetsTM and Oreo McFlurryTM, the products which were advertised became the best sellers of the month. 94% of customers took on the challenge on their first attempt. More than 500 McDonald’s products were given away on that day.

Credits

Name Company Position
Bechara Mouzannar Leo Burnett Chief Creative Officer
André Nassar Leo Burnett Dubai Regional Executive Creative Director
Tariq Ayass Leo Burnett Dubai Creative Director
Rafael Augusto 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 Senior Account Manager
Haytham Dayeh Leo Burnett Dubai Business Lead
Sunil DCosta Leo Burnett Dubai Print Production Manager
Shereen Mostafa Leo Burnett Dubai Head of Production
Elham Abi Rached Leo Burnett Dubai Agency Producer
Prodigious ME Prodigious ME Production House
Prodigious ME Prodigious ME Post-Production House
Mahmoud El Masry Prodigious ME Production House Producer
Nayla Chacra Prodigious ME Production House Executive Producer