|Product / Service||SELF ORDERING SERVICE|
|Idea Creation||TBWA\SHANGHAI, CHINA|
|Nils Andersson||TBWA\ Greater China||President & CCO|
|Ronnie Wu||TBWA\ Shanghai||Executive Creative Director|
|Frank Marinus||TBWA\ Shanghai||Regional Creative Director|
|Bao Siwen||TBWA\ Shanghai||Group Head|
|Joana Heitor||TBWA\ Portugal||Client Service Director|
At the touch screen kiosks in McDonald’s you can order your food yourself. And while you actually choose from a menu, it’s almost like you finger-paint your order, already thinking of the incredible joys of eating those yummy fries and burgers with your fingers. And that may leave some traces on your own touchscreen devices…
The main visual shows one of McDonald’s iconic products, which are visualized using fingerprints. The shape is a little messy, as if naturally finger-painted, but the product is still very recognizable. The lighthearted presentation of the product causes immediate likeability, very much in line with the overall tone of voice of the brand.
The campaign is too recent to measure the effect, but the touchscreen order kiosks are appreciated and used by the public.
Let people know McDonald’s has self-order touchscreen kiosks Make the service known, reinforcing the image of McDonald’s as a customer-centered, contemporary brand.