The Brief

To launch the McDonald’s new McDelivery service, our challenge was to generate massive awareness and cut-through in a cluttered marketplace. Customers go to McDonalds to eat, but they don't go there purely for the food. They love the McDonalds "moment" just as much as they enjoyed the food.

Creative Execution

The campaign leveraged McDonald's strong ties with locally idolised celebrities. By offering the possibility of a celebrity being delivered directly to consumers' front doors, the campaign made food delivery a servcie the celebrities' fans could get excited about. It also tied into the McDoanld's brand's ethos of giving its customers `happy and magical moments', and linked these `moment's inescapably with delivery hotline number, 23382338.

Describe the creative solution to the brief/objective.

To launch this campaign in a surprising , memorable way, we literally surprised our consumers by getting local celebrities to deliver a once in a lifetime moment to their homes simply by dialing 2338 2338. We broadcast the star deliveries as the happened each week on TVB.

Results

The campaign got plenty of free coverage online, on TV and in magazines. 81% awareness of the TV programme More than 2m monthly unique visitors to the McDonald's site (7.8 x normal) More than 133,700 views on tvb.com and YouTube McDelivery sales boomed - Sales up by 104.2%, - Transactions up by 106.8%