Brand | MCDONALD'S |
Product/Service | F&B |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Posters |
Idea Creation
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Media Placement
|
STARCOM Dubai, UNITED ARAB EMIRATES
|
Production
|
PRODIGIOUS Dubai, UNITED ARAB EMIRATES
|
Background.
McDonald’s has introduced Self-Ordering Kiosks in every restaurant in the region. A new digital device that makes the ordering process faster and easier than ever.
McDonald’s asked us to create a series of posters to demonstrate the simplicity of the device and to encourage people to use this new service.
Describe the creative idea.
With the new self-ordering Kiosk, ordering McDonald’s is as simple as 1,2,3.
Only a few easy steps, and people can enjoy their favourite food.
So, we created a series of posters showing the exact number of steps needed and their exact locations on the touchscreen of the Kiosk to order an iconic McDonald's product.
Describe the strategy.
McDonald’s is continuously improving its services to deliver the best restaurant experience. With the launch of the Self-Ordering Kiosk in every restaurant in the region, the ordering process became easier and faster than ever.
While serving thousands of customers every day, changing the customer behaviour with their ordering process was not an easy task. That’s why we wanted to show them a more convenient, faster and easier way to order a McDonald's product.
Describe the execution.
To convey the simplicity and the easiness of this new service, we developed minimalistic posters to graphically illustrate the exact number of steps and their locations on the touchscreen of the Kiosk.
While ordering an iconic McDonald’s product, we recorded the few steps needed to complete the order with the Self-Ordering Kiosk and reproduced the same path on a poster.
List the results.
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, Oreo McFlurryTM and Filet-O-FishTM, the products which were advertised became the best sellers of the month.
Credits
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 Dubai |
Communications Manager |
Haytham Dayeh |
Leo Burnett Dubai |
Business Lead |
Layal Hassi |
Leo Burnett Dubai |
Planning Director |
Sunil DCosta |
Leo Burnett Dubai |
Print Production manager |