Short List
Product / ServiceMCDONALD'S
CategoryB05. Use of Ambient Media: Large Scale
Media Placement STARCOM Makati City, THE PHILIPPINES

The Campaign

In the predominantly Catholic country with very strong family ties, during Undas, Filipinos flock to the cemeteries to spend time with their departed relatives. During this time, hunger-related conversations spike up by 30% (vs regular day), and traffic-related mentions go up by 20% (vs regular day). The living really can’t go hungry – but they’re not home or near McDonald’s. So, we built a McDelivery Pin: a 14-foot tall landmark that also serves as a pop-up McDelivery pick-up point that can be activated via the McDelivery app, and is also searchable via online maps.

Creative Execution

In the middle of the cemetery, during the three-day stretch of “Undas” from October 31 to November 2, we put up The McDelivery Pin, a 14-foot tall landmark, linked to the McDelivery app. 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

“Undas” (The Day of the Dead) is a long-standing tradition in the Philippines. During this season, guest counts to McDonald’s are lower than usual, with Filipinos flocking to the cemeteries. Families stay all day, even overnight in sprawling albeit crowded cemeteries. The brand wanted to reach out to families spending all day and even overnight together – but they were not home, or near McDonald’s stores – so the brand went to them instead, literally dropping nearby because they couldn’t: through a McDelivery Pin.

Insights, Strategy and the Idea

Placing adverts on TV did not make sense – because at this time the customers were not at home, and not exactly near a McDonald’s store. Putting up a full-service restaurant in a memorial park was physically impossible and compromised food safety standards. With the traffic, it’s hard to drive to the nearest store. Also, having food delivered is difficult without an exact address. Since they couldn’t drop by, McDonald’s dropped by near them instead.


Name Company Position
Raoul S. Panes Leo Burnett Group Manila Chief Creative Officer
Dino Cabrera Leo Burnett Group Manila Chief Digital Officer
Mela Advincula Leo Burnett Group Manila Creative Director
Spiro Barroga Leo Burnett Group Manila Art Director
Keena Jauregui Leo Burnett Group Manila Copywriter
Maui Reyes Leo Burnett Group Manila Digital Copywriter
Lara Espineda Leo Burnett Group Manila Digital Art Director
MJ Pagaduan Leo Burnett Group Manila Digital Art Director
Journey Sibal Leo Burnett Group Manila Digital Producer
Judy Medina Leo Burnett Group Manila Group Account Director
Kimie Arenillo Leo Burnett Group Manila Associate Account Director
Camille Dimaculangan Leo Burnett Group Manila Account Manager
Joseph Teoxon Go Motion Philippines Director
Gabs Santos Go Motion Philippines Broadcast Producer
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