2020/2021 Winners & Shortlists

STAR HUNT

BrandMCDONALD'S SAUDI ARABIC
Product/ServiceFAST FOOD CHAIN / OPENING 24H
EntrantLEO BURNETT Riyadh, SAUDI ARABIA
CategoryTravel, Leisure, Retail, Restaurants & Fast Food Chains
Idea Creation LEO BURNETT Riyadh, SAUDI ARABIA
Media Placement LEO BURNETT Riyadh, SAUDI ARABIA
PR LEO BURNETT Riyadh, SAUDI ARABIA
Production CREOSHIFT Zahle, LEBANON

Background

Saudis live on their phones… Saudis also 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 strategy

Our strategy was simple, we targeted our already existing app users which are 200,000 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 engage and interact with, hence the augmented reality star hunt.

Describe the execution

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

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.

Credits

Name Company Role
Mohammad Bahmishan Leo Burnett KSA Support
Saadi Alkouatli Leo Burnett KSA Ideation
Alexandre Choucair Leo Burnett KSA Ideation
Ehab Armanious Leo Burnett KSA Ideation
José Pedro Bortolini Publicis Groupe Direction
Mustafa Lakkis Leo Burnett KSA UI
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