MCDONALD'S DRIVE-THRU HO CHI MINH

TitleMCDONALD'S DRIVE-THRU HO CHI MINH
BrandMCDONALD'S VIETNAM
Product / ServiceMcDONALD'S
CategoryA01. Use of Promotional Events & Stunts 
EntrantLEO BURNETT VIETNAM Ho Chi Minh City, VIETNAM
Entrant Company LEO BURNETT VIETNAM Ho Chi Minh City, VIETNAM
Advertising Agency LEO BURNETT VIETNAM Ho Chi Minh City, VIETNAM

Credits

Name Company Position
Jeremy Southern Leo Burnett/ M&T (BCC) Executive Creative Director
Van Tran Leo Burnett/ M&T (BCC) Art Director
Phuc Tong Leo Burnett/ M&T (BCC) Senior Account Manager
Marc Marcelo Leo Burnett/ M&T (BCC) Art Director
Tram Bui Leo Burnett/ M&T (BCC) Copywriter
Khanh Vu Leo Burnett/ M&T (BCC) Designer
Loi Ho Leo Burnett/ M&T (BCC) Copywriter
Kate Bayona-Garcia Leo Burnett/ M&T (BCC) Head of Digital and Innovations
Paolo Garcia Leo Burnett/ M&T (BCC) Digital Creative Director
Dat Vuong Leo Burnett/ M&T (BCC) Social Lead
Julian Brzoska Leo Burnett/ M&T (BCC) Digital Account Lead

Brief Explanation

The Vietnamese Fast Food market is estimated at over $ 500 million annually, with KFC, Burger King, Lotteria, Jollibee having over 400 outlets across the country. McDonald's entered the Vietnamese market in 2014, and has opened the first Drive-Thu in March 2014. Vietnam is a country with great mobility. The number of motorbikes in Vietnam has risen from 4 million in 1996 to an incredible 39 million by the start of 2015. Surprisingly Vietnamese are not aware about the concept of Drive-Thru which was a challenge for McDonald's. McDonald's needed to bring alive the experience of McDonald's Drive-Thru to Vietnamese target audience in an interesting way. In order to achieve this, we created a new 24h Drive-Thru World record attempt. We invited people to participate in our attempt, experiencing the Drive-Thru, receiving the free promotional Meal Set (Cheeseburger, Fries, and specially designed Coke can) and have a fun experience.

The Brief

Our objective was to raise awareness and demonstrate McDonald's Drive-Thru in Vietnam. Being the first in the market to introduce Drive-Thru, and having highly scooter-mobile Vietnamese population, Drive Thru has a tremendous market opportunity. Our strategy was to create life-affirming moments with our promotional hook, and leverage social and mass PR to create conversations around it and to maximize reach.

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

Please refer to confidential information.

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

We created the event to break the Drive-Thru world record. Three weeks prior the event we started communicating and inviting people through social, PR and the leading youth music TV channel. Importantly, we included a promotional free meal set (Cheeseburger + Fries+ specially designed Coke can) to reward every participant. For 24h, starting 8pm March 23th to 8pm March 24th, we created entertaining performances including artists, celebrities, bike shows, and others.