Execution

September 20, 2017 – Project Briefing October 2, 2017 – McDelivery Pin Structure Design, McDelivery Mobile App Integration October 15, 2017 – McDelivery Pin Production October 20, 2017 – Location Ocular, Dry Run October 30, 2017 – McDelivery Pin Setup October 31 – November 2, 2017 – McDelivery Pin Online, Geo-Targeted Ads, Google Maps

The Campaign

On the Day of the Dead, we found a chance to be of service. McDonald’s had everything in place: an established McDelivery app platform, almost 500 stores nationwide, and a lot of mobile-savvy hungry customers – except they didn’t have a permanent address we could deliver food to. In the middle of the cemetery, during “Undas” from October 31 to November 2, we put up The McDelivery Pin, a 14-foot tall landmark, linked to the McDelivery app. It’s a pick-up point when the customer checks out his order for delivery to the memorial park via the mobile app, searchable on online maps Google and Waze, so rider and customer can easily find each other in the wide, crowded area.

Creative Execution

The McDelivery Pin, is a 14-foot tall landmark, linked to the McDelivery app, navigation apps, and integrated with the existing McDelivery system. Geo-targeted announcements were sent via social media (Facebook, Twitter, Waze ads) to hit the right target audience: the hungry cemetery-goers. Integrated into the McDonald’s app and mobile site, the McDelivery Pin appears on the app interface as a recommended pick-up point when the customer checks out his order for delivery to the memorial park. The giant McDelivery Pin is searchable on online maps Google and Waze, so rider and customer can easily find each other in a wide, crowded area. It also lights up at night for easy visibility.

Successfully merging a Filipino tradition with modern-day service, the McDelivery Pin effectively gained the trust of Filipino families, reflecting in brand imagery tracking (pre vs post campaign period), and also contributed to business numbers. • 60% increase in McDelivery mobile app and site traffic • 58% increase in McDelivery sales • “Restaurant for Family” +3.3 points • “Makes me Feel like a Valued Customer” +6.6 points

The Philippines is no novice to fast food delivery service. While getting food delivered to your address is commonplace, getting food delivered in wide, sprawling or crowded areas where you have no permanent address, is a different story altogether. To innovate the McDelivery experience, we went beyond what a typical QSR delivery service in the country can do and asked instead: “What if McDonald’s can literally drop by near you?”