Brand | MCDONALD'S SAUDI ARABIC |
Product/Service | FAST FOOD CHAIN / OPENING 24H |
Entrant | LEO BURNETT Riyadh, SAUDI ARABIA |
Category | Social Behaviour & Cultural Insight |
Idea Creation
|
LEO BURNETT Riyadh, SAUDI ARABIA
|
Media Placement
|
LEO BURNETT Riyadh, SAUDI ARABIA
|
PR
|
LEO BURNETT Riyadh, SAUDI ARABIA
|
Production
|
CREOSHIFT Zahle, LEBANON
|
Why is this work relevant for Direct?
This McDonald’s Star Hunt directly targeted our 200,000 app users, with a campaign, each and every one of them could directly interact with, directly on their mobiles.
Background
Saudis live during the night. It’s a ritual passed down from ancestors who, instead, slept
during the day to avoid the desert day sun. Along with that, they passed down another
tradition of the night: desert camping and star gazing.
McDonald’s KSA decided to be the first Fast food restaurant to get a license to open all
night…But since we were the first, no one was used to looking for an open restaurant
LATE at night.
Our brief was to get people’s attention and announce that McDonald’s was open all
night.
Describe the creative idea (30% of vote)
We put our message directly where they were already looking. In nature’s biggest outdoor billboard, the night sky.
From there we took each one of them on a star hunt, with the McDonald’s stars: the McFries Belt, The McSundae Nebula and the Big Maccer. Our very own
promotion star constellations that only appear during the Saudi night… on the
McDonald’s KSA mobile app. On the launching day, at nightfall, our 200,000 KSA app users were notified to update their McDonald’s app. The app was now equipped with augmented reality that powered the star hunt. So, if someone found the McSundae
Nebula in the night sky, they could catch it and redeem it for a McSundae during the night.
They then got coordinates to the nearest McDonald’s outlet and if they were already out in the desert? Yes, we delivered thanks to our integrated GPS system and desert-savvy delivery fleet.
Describe the strategy (20% of vote)
Our strategy was simple, we directly targeted our already existing app users which are 200k users. The demographics that use the McDonald’s app are the younger generation (under 35)
and they are the ones who are staying up most of the night. So, our entire target audience were already on our owned media channel which is our app. All we had to do was make sure that our idea was not a simple promotion but something they could directly engage and interact with, hence the augmented reality star hunt.
Describe the execution (20% of vote)
The McDonald’s star hunt augmented reality mobile promotion took 2 weeks to code and build. It took 30 seconds to update on our 200,000 users’ phones. And that’s the only media placement we used. That placement on its own got us on opening night 20,000 visitors (10% of the app users).
List the results (30% of vote)
On the 1st night of opening:
200,000 McDonalds lovers reached
12% increase in sales
20,000 people came to McDonald’s
Campaign cost covered in the 1st hour
1900% return on campaign investment
You can say McDonald’s KSA became the star of the Saudi night
Please tell us about the social behaviour and / or cultural insights that inspired your campaign
In Saudi Arabia, staying up all night is custom and a very much a ritual. Most Saudis won't sleep before 3:00 am. This ritual was passed down from ancestors who slept all day instead to avoid the desert day sun and dryness. And although the modern Saudi has a day job, Saudi Arabia stays a warm country and staying up all night stays custom. Along with that, they have developed a lot of night rituals such as car cruising, desert campaign and star gazing. Our campaign simple goes with the flow or their behaviour, complementing it with what they are accustomed to and like: staying up all night and star gazing. And now eating McDonald's.
Credits
Mohammad Bahmishan |
Leo Burnett KSA |
Support |
Saadi Alkouatli |
Leo Burnett KSA |
Ideation |
Alexandre Choucair |
Leo Burnett KSA |
Ideation |
Mohamed Sehly |
Leo Burnett KSA |
Ideation |
Ehab Armanious |
Leo Burnett KSA |
Ideation |
José Pedro Bortolini |
Publicis Groupe |
Direction |
Georges Matta |
Leo Burnett KSA |
Digital journey mapping and management |
Fady Yamak |
Leo Burnett |
Project Management |
Mohamed Hijazi |
Leo Burnett Beirut |
Project Management |
Hossam Barbar |
McDonald's |
Support |
Thamer Farsi |
Leo Burnett KSA |
Support |
Mazen Mitri |
Leo Burnett Beirut |
Support |
Links
Application URL