Product / ServiceMCDONALD'S
CategoryA01. Activation by Location
Media Placement STARCOM Makati City, THE PHILIPPINES


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

The Campaign

To innovate the McDelivery experience, we went beyond what a typical QSR delivery service can do and asked: “What if McDonald’s can literally drop by near you?” While getting food delivered to your address may not be a breakthrough experience in the Philippines, getting food delivered in scenarios where you have no permanent address, is a different story altogether. Instead of building a physical store, 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 your mobile phone 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

How can McDonald’s help quell the hunger pangs of families and cemetery-goers? 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. 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. And having food delivered is difficult without an exact address. But the Philippines is the social media capital of the world – and most Filipinos, wherever they are, are almost never without their phones. Knowing this, McDonald’s dropped by near them instead.


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