Title | MDS CAPS |
Brand | MCDONALD'S |
Product / Service | MCDONALD'S DELIVERY SERVICE |
Category | B02. Consumer Products & Services |
Entrant | LEO BURNETT SHANGHAI, CHINA |
Entrant Company: | LEO BURNETT SHANGHAI, CHINA |
Sales Promotion/Advertising Agency: | LEO BURNETT SHANGHAI, CHINA |
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 |
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.
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.
The campaign was launched on 1 August 2010, and still in processing, there is no detail figures come out.
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.