2019 Winners & Shortlists

Synopsis.

McDonald’s and convenience go hand in hand. The future of its delivery service included a shift from call center to an app-based delivery service. The McDelivery app launched with success in 2017. However, it had a hard time competing with the well-established generic food delivery apps, like Deliveroo and Talabat for example, that deliver food from thousands of restaurants, including McDonald's. McDonald’s created multiple attempts at convincing people to download and retain the app on their phone - through traditional bundle offers with partners like OSN for example. All unsuccessful. Consumers would at worse not download the app, and at best delete it a few days later. We asked ourselves: How can McDonald’s convince its consumers to not only download the McDelivery app, but to keep it on their phone, and keep ordering from it? We made the existing app indispensable. We turned it into a continuously surprising giveaway promotion by changing something simple, easy to understand and also fun to experience: the app icon. We called it "The Promoticon". By updating the McDelivery app icon design, people could easily discover what McDonald's was giving away with each order. If the icon was a Big Mac, people got a free Big Mac, if it was fries, free fries, same with Mcnuggets and many more iconic products. No need to redeem points, enter codes or exchange coupons, whatever the app looked like you got it for free with your order. With the Promoticon campaign McDonald’s created an unprecedented and genuine excitement around its app. It registered 65%(1) increase in App downloads from the previous month and 200% (2) increase in app ordering across the GCC - including a skyrocketing number of 459% (3) in Kuwait during the 7 weeks promotion. Beyond sales performance, McDonald’s disrupted the rules of direct marketing by connecting with its consumers on a deeper and more emotional level. We shifted the category convention from begging for attention through push notifications, to our users frequently checking the app to discover the new promotion. Consumers shared the update with their friends and family, and became true McDelivery aficionados and ambassadors. 1- McDonald's Quarterly Sales Report 2- McDonald's Quarterly Sales Report 3- McDonald's Quarterly Sales Report