Brand | MCDONALD'S |
Product/Service | MCCAFÉ |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Mobile Advertising |
Idea Creation
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Media Placement
|
STARCOM Dubai, UNITED ARAB EMIRATES
|
Production
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Background.
The barista world is increasingly becoming over-complicated. With fancy brews and hipster coffee trends taking over, finding a cup of simple coffee is challenging.
In this cluttered world, even ordering your coffee of choice online, is just as complicated.
We had to position McCafé as a coffee brand that cuts out the frills and fuss and gives its customers just what they want, simple coffee that can be ordered in a simple way.
Describe the creative idea.
McCafé prides itself in serving coffee without any extras, complications or fuss. To illustrate just how simple our coffees are, we created playful, interactive banners that let people place their coffee orders in just a few swipes.
Describe the strategy.
At McCafé, each coffee is made from simple ingredients in specific proportions. So we demonstrated just that in our mobile web banners. Those who placed the orders online, could select their favourite coffees by swiping up and down to adjust the proportion of coffee according to their preference. In just a few swipes, viewers could select their coffee and be directed to the nearest McCafe store if they were within a 150 meter range.
Describe the execution.
An idea so simple, we didn’t need a complicated execution to translate it. With a minimal graphic style that incorporates just a few colours, we developed a design that truly embodies the notion ‘less is more’.
List the results
• Business impact – sales, donations, site traffic - Coffee sales increased by 15% on delivery website/app vs average week – which shows that the simplicity of the ad played a key role in people’s behavior to order coffee online.
• Response rate - Click through rate = 1.6% (110% over the industry benchmark)
• Change in behavior - McDelivery website / App visits increased by 30% vs average week visits.
• Consumer awareness - 300,000 impressions
Credits
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |
André Nassar |
Leo Burnett Dubai |
Regional Executive Creative Director |
Rafael Augusto |
Leo Burnett Dubai |
Creative Director |
Rodrigo Leal Rodrigues |
Leo Burnett Dubai |
Head of Art |
Tariq Ayass |
Leo Burnett |
Creative Director |
Arundhati Mishra |
Leo Burnett |
Copywriter |
Mahmoud Jaber |
Leo Burnett |
Senior Account Manager |
Shereen Mostafa |
Leo Burnett |
Head of TV Production |
Layal Hassi |
Leo Burnett |
Planning Director |
Aditi Shah |
Leo Burnett |
Art Director |
Sheni Meledath |
Leo Burnett |
Digital Producer |
Haytham Dayeh |
Leo Burnett |
Business Lead |
Ralph Matar |
Leo Burnett |
Agency Producer |
Prodigious ME |
Prodigious ME |
Production |
Prodigious ME |
Prodigious ME |
Post-Production House |