Brand | MCDONALD'S SAUDI ARABIC |
Product/Service | FAST FOOD CHAIN / OPENING 24H |
Entrant | LEO BURNETT Riyadh, SAUDI ARABIA |
Category | Use of Mobile & Devices |
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 Brand Experience & Activation?
This work transported McDonald’s lovers into a whole new brand experience,
one that happened only at night. And that was done all through a mobile. The
mobile became the portal to the new brand experience.
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 (20% of vote)
We put our message where they were already looking. In nature’s biggest
outdoor billboard, the night sky.
And from there, we took 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 day of the launch, at nightfall, our 200,000 KSA app users got a notification
to update their McDonald’s app. The app was now equipped with augmented reality that powered the star hunt.
So, if someone found the Sundae-Nebula in the night sky, they could catch it and redeem it for a Sundae during the night at McDonalds.
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 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 (30% 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.
Credits
Mohammad Bahmishan |
Leo Burnett KSA |
Support |
Saadi Alkouatli |
Leo Burnett KSA |
Ideation |
José Pedro Bortolini |
Publicis Groupe |
Art Direction |
Alexandre Choucair |
Leo Burnett KSA |
Ideation |
Ehab Armanious |
Leo Burnett KSA |
Ideation |
Georges Matta |
Leo Burnett KSA |
Digital journey mapping and management |
Mustafa Lakkis |
Leo Burnett KSA |
UI |
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