DOODELIVERY

TitleDOODELIVERY
BrandMCDONALD'S PHILIPPINES
Product / ServiceMCDONALD'S
CategoryA06. Retail
EntrantLEO BURNETT MANILA, THE PHILIPPINES
Idea Creation LEO BURNETT MANILA, THE PHILIPPINES
Media Placement OMD PHILIPPINES Makati City, THE PHILIPPINES
Production PRODUCTION VILLAGE Makati City, THE PHILIPPINES

Credits

Name Company Position
Raoul Panes Leo Burnett Group Manila Chief Creative Officer, Copywriter
Carl Urgino Leo Burnett Group Manila Creative Service Director
Brian Lumanog Leo Burnett Group Manila Digital Copywriter
Sarah Chan Leo Burnett Group Manila Creative Team Head
Judy Medina Leo Burnett Group Manila Account Management Director
Carlo Dionisio Leo Burnett Group Manila Head of Social Media & Analytics
Jatts Sotto Leo Burnett Group Manila Social Media Team Lead
Kimie Arenillo Leo Burnett Group Manila Associate Account Director
Gino Montalvo Production Village Director
Lester Parulan Production Village Broadcast Producer
Dexter Manalo Production Village Broadcast Producer

The Campaign

With Doodelivery, we made ordering McDonald’s food just as fun as eating it . We asked people to doodle their orders right on Instagram Stories, and we delivered! We promised no special prizes, just a fun experience!

Creative Execution

For one day, we hacked Instagram Stories and gave its users the power to order with a doodle. Designed exclusively for mobile and dubbed DOODELIVERY, it couldn’t have been more fun or more convenient : Just doodle , DM, and we’ll deliver! Leading up to Doodelivery day, we primed the audience with sequential messaging and targeting – first capturing their interest with the concept, following through with fun tutorial videos and finally inspiring with sample doodles from local illustrators with strong Instagram fanbases. Reaching 11.2 million netizens on Facebook and Instagram mobile in 4 days, we wanted them hungry and ready to flood our inbox with doodle orders.

Results

Doodelivery was an instant hit with the Instacrowd – clocking in an average of 4 doodles per minute, and exceeding the initial target orders by 300% Outside of Instagram, we got people talking about McDelivery – gaining a 300% increase in brand mentions. Even our McDelivery site felt the impact – contributing to a spike in visits (15.1%), a boost in actual orders (47.1%) and an increase in total sales (30.33%)

Doodelivery transformed the McDelivery experience from something functional into something fresh and fun. We took the popular doodle feature of Instagram Stories and turned it into a new mobile channel for ordering McDonald’s favorites.

Everybody does online food delivery the same, old, boring way. Waiving delivery fees, blasting promo codes, bidding on search words and doing remarketing on social. Guilty of the same marketing approach, McDonald’s wanted to differentiate and go from functional to fun. It found inspiration in a beloved art form – doodling. Nothing particularly new or exciting about doodling (people have been doodling on notebooks and even bathroom stalls for ages), but with the boom of Instagram Stories (400 active users daily) , doodling has become refreshed, fun and effortless - exactly the kind of experience McDelivery was aiming to provide to digital-savvy foodies.

Links
Social Media URL