2019 Winners & Shortlists

EASY-ORDER TOUCHSCREEN

Client/BrandMCDONALD'S
Product/ServiceF&B
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
Type of EntryDigital Screens
CategoryInteractive Digital Screens
Idea Creation LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Placement STARCOM Dubai, UNITED ARAB EMIRATES
Production PRODIGIOUS Dubai, UNITED ARAB EMIRATES

Cultural/Context information for the jury.

McDonald’s has introduced the Self-Ordering Kiosks in every restaurant in the region. It’s an interactive digital screen that makes the ordering process faster and easier than ever. 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 with this device. Then, we blindfolded our customers and challenged them to reproduce the simple steps, previously memorized, to order their favorite food for free. 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.

Write a short summary of what happens in the ambient or digital execution or campaign.

McDonald’s has introduced the Self-Ordering Kiosks in every restaurant in the region. It’s an interactive digital screen that makes the ordering process faster and easier than ever. 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 with this device. Then, we blindfolded our customers and challenged them to reproduce the simple steps, previously memorized, to order their favorite food for free. 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.

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
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 Senior Account Manager
Haytham Dayeh Leo Burnett Dubai Business Lead
Layal Hassi Leo Burnett Dubai Planning Director
Sunil DCosta Leo Burnett Dubai Print Production Manager