2020/2021 Winners & Shortlists

Why is this work relevant for Media?

Given that the ACN took place in Egypt & its importance in the country. McDonalds faced a big challenge of having numerous communication messages as well as offers which could have confused the consumer & also could have been diluted against the clutter during the season. However, Its managed to combine all communications under one big umbrella enabling it to be a 360 campaign. 'Wa2t el gad hatshaga3 ma3 ay 7ad'. This umbrella had numerous arms that helped us achieve the results starting off the TVC communicating the cheering meals in a very insightful & humorous way which resonated with

Background

Situation • In Egypt lives over a 100 million citizens with a different set of interests and hobbies but they’re all united regardless of their differences for one thing their love for football. • The African Cup of Nations holds a special place in the Egyptian society as of since 2006 till 2010 The Egyptian National team has won consecutively. Thus, Egyptians usually approach this event with optimistic vibes in hope of winning. • McDonald’s competitors in general usually create a variety of cheering meals during ACN season and they’re usually at a lower cost but the main aim here isn’t only having people buying the actual meals but also increasing awareness on our Global Mobile App along with having fans interacting digitally with McDonald’s. Objective • Create awareness on the ACN copy • Create awareness on the cheering meals • Maximize app installs & redemptions

Describe the creative idea / insights (30% of vote)

After the dollar devaluation in 2016, the Egyptian consumer across all shopper segments has been looking for value. Fast food, an industry defined by how cheap it is, has become expensive. In turn, global fast food giants focused their efforts on promotions that would give consumers the most bang for their buck. And everyone looked for these promotions on their most accessible tool; their phones. 71% of Egyptians access their phone through their mobile phones, but as a tool to search for food and not necessarily order. To do that the average Egyptian would pick up the phone. Our shopper segment, 16-25-year-old, were increasingly turning to their phones for solutions and they didn’t particularly want to talk about them either. The millennial mindset was coming to Egypt with full force as both businesses and consumers turning to digital solutions for their needs.

Describe the strategy (20% of vote)

McDonald’s seized the opportunity by combining the fan’s love for football and fast food through its Global Mobile App along with the launch of the cheering meals with the aim of embracing the matches’ moments with McDonald’s. McDonald’s launched a 360-degree ACN campaign as it combined different channels in order to reach the mass. Egyptians in general are usually stuck doing errands that can extend to a full day which inspired the idea of our cheering meals copy where we first kicked the campaign with, when it comes to cheering for the national team and you’re randomly stuck somewhere you’ll cheer with whoever you’re stuck with. In order compliment our Cheering Meals TVC tagline during the post-announcement phase along with increasing, McDonald’s released a digital activation inspired by the tagline. By having a CTA of sending us your picture cheering randomly with a stranger.

Describe the execution (20% of vote)

McDonald’s launched a 360-degree ACN campaign as it combined different channels in order to reach the mass. Egyptians in general are usually stuck doing errands that can extend to a full day which inspired the idea of our cheering meals copy where we first kicked the campaign with, when it comes to cheering for the national team and you’re randomly stuck somewhere you’ll cheer with whoever you’re stuck with. In order compliment our Cheering Meals TVC tagline during the post-announcement phase along with increasing, McDonald’s released a digital activation inspired by the tagline. By having a CTA of sending us your picture cheering randomly with a stranger. Regardless of your appetite one of our cheering meals will always fulfil it as they consisted of 2 regular fires, pieces of nuggets, strawberry and chocolate sundae mix inspired by the Egyptian flag along with 2 sandwiches. The sandwiches are the

List the results (30% of vote)

The results solidified the position of McDonalds bringing people together during the match and became the unofficial restaurant of the ACN. The digital results and promotion performance were also beyond objectives: • Reached 14,433,245 people during this campaign out of 34 M (41% of our target audience) (in comparison to objective of 25,000 for a 325% over delivery of app install in one month) • Reached 15,074,684 views during the campaign • 115,143 downloads of the application which is 58% of the total downloads on the app since it launched. • 160,694 redemptions during this period only which is 81% of total downloads • Ad recall on Facebook at 9.6 to in comparison to MENA benchmark of 8.1 points Reach 37% in comparison to 25% of the Facebook population for hero copy