MDS CAPS

TitleMDS CAPS
ClientMCDONALD'S
Product / ServiceMCDONALD'S DELIVERY SERVICE
CategoryB02. Consumer Products & Services
EntrantLEO BURNETT SHANGHAI, CHINA
Entrant Company:LEO BURNETT SHANGHAI, CHINA
Sales Promotion/Advertising Agency:LEO BURNETT SHANGHAI, CHINA

The Brief

The target audience is drawn from both existing customers and new customers. In China, home delivery of food is a significant income stream for most restaurant businesses. It is unusual for local restaurants not to deliver and for Western Quick Service Restaurants in China, delivery is now as competitive and profitable as main store business. McDonald’s wanted to re-enforce their competitive edge as the fastest food delivery service, in a memorable and non-traditional format.

Describe how the promotion developed from concept to implementation

McDonald’s Delivery drivers are themselves moving advertisements for McDonald’s Delivery Service, as their branded motorbikes zip through traffic across the city each day. We designed iconic safety helmets which send a clear message of speedy delivery, but also provide road safety for the drivers each day.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign was launched on 1 August 2010, and still in processing, there is no detail figures come out.

Explain why the method of promotion was most relevant to the product or service

In China, delivery is a significant income stream for most restaurant businesses. It is unusual for local restaurants not to deliver and for Western Quick Service Restaurants in China, delivery is now as competitive and profitable as main store business. McDonald’s wanted to re-enforce their competitive edge as the fastest food delivery service, in a memorable and non-traditional format. McDonald’s Delivery drivers are themselves moving advertisements for McDonald’s Delivery Service, as their branded motorbikes zip through traffic across the city each day. We designed iconic safety helmets which send a clear message of speedy delivery, but also provide road safety for the drivers each day.

Credits

Name Company Position
Amanda Yang Leo Burnett Shanghai Executive Creative Director / Copywriter
Gordon Hughes Leo Burnett Shanghai Executive Creative Director
Fish Feng Leo Burnett Shanghai Creative Director / Art Director
Ian Cai Leo Burnett Shanghai Art Director
Wenchao Song Leo Burnett Shanghai Art Director
Connie Lin Leo Burnett Shanghai Copywriter
Nick Pan Leo Burnett Shanghai Designer
Lou Field Leo Burnett Shanghai Client Service
Scott Wright Photographer
Martin Liu Print Production
William Huen Leo Burnett Shanghai TV Producer
Ben Lim Cameraman
Peng Yu Editor