The Campaign

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…

Creative Execution

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.

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

The campaign is too recent to measure the effect, but the touchscreen order kiosks are appreciated and used by the public.

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

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.

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.