The Campaign

McDonald’s always strives to pioneer ways to make its customers’ lives enjoyably easier and more convenient with making life “easy for everyone” as central to its brand promise. For this campaign, the customer target are Vietnamese football fans who patiently wait until late hours to watch the World Cup games live on national TV. To connect with these anxious and eager fans, McDonald’s turned its 24/7 delivery announcements into a utility for them – a schedule reminder of their favourite matches. With the many games lined up every day, McDonald’s visually turned its iconic food menu into viewing times of the most anticipated games (Apple Pie into 1am, Hot Fudge Sundae into 2am, McWings into 7pm, Fries into 9pm, McCafe into 8pm..) to remind fans to stand by on these schedules and remind them that McDonald’s can deliver at any time so they can enjoy the games without getting hungry.

Creative Execution

With the minimal budget that does not allow a food photography shoot, the design solution was for the iconic food menu to be brought to life by a simple modern illustration style, that can immediately grab attention with simple straightforward message. Food from the menu was selected and carefully illustrated to make it recognizable both as McDonald’s food and as a numerical digit that tells time. These game time reminders were displayed around McDonald’s stores in Ho Chi Minh City and thru Facebook targeted link ads which drove them to the McDelivery app with precision marketing deployment. The posters and posts were updated in real-time to promote different matches during different days. This made the idea continuously relevant to football fans throughout the whole tournament. Because of the clever use of illustration, the customers were successfully reminded that McDelivery 24/7 was available for them at any time during World Cup.

Indication of how successful the outcome was in the market

Football fans in Vietnam immediately picked up the McDonald’s World Cup delivery reminder posters and ads resulting to 14% increase versus average daily orders in delivery service, in which conversions contributed from the ads accounted for 51% of total orders. During the finals, McDelivery service had the highest record in sales. And in just 4 weeks, the campaign already generated 212% increase in social engagement with minimum investment. Beyond surpassing sales targets, McDonald’s brand became part of the conversations amongst Vietnamese football fans as the brand ensured them not to miss their most-awaited World Cup games, and not to miss hunger.