2019 Winners & Shortlists

Why is this work relevant for Entertainment?

McDonald’s is continuously improving its services to deliver the best restaurant experience. This promotional game 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 the ordering process faster and easier, the customers, by habit walk towards the counter. So, McDonald’s assigned us to introduce 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 exact locations on the Self-Ordering Kiosk’s screen to illustrate that ordering has never been so 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 with all our customers and demonstrate to them that there is a new way to order that is faster and easier.

Describe the execution

With the new Self-Ordering Kiosk, 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 try to reproduce these steps to win a free McDonald’s product.

Describe the outcome

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.