MCDELIVERY PIN

TitleMCDELIVERY PIN
BrandMCDONALD'S PHILIPPINES
Product / ServiceMCDONALD'S
CategoryA06. Retail
EntrantLEO BURNETT MANILA, THE PHILIPPINES
Idea Creation LEO BURNETT MANILA, THE PHILIPPINES
Media Placement STARCOM Makati City, THE PHILIPPINES

Credits

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

During Undas, Filipino families stay long hours in sprawling albeit crowded cemeteries to be with their loved ones. 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. The McDelivery Pin is 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, connecting hungry customer and delivery rider together even in a crowded area.

The Brief

McDonald’s created the innovative McDelivery system by mostly tapping their existing platforms and resources. The cost of the special build and geotargeted ads amounts under 35,000 USD.

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 the wide, crowded area. It also lights up at night for easy visibility.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

The Philippines is no novice to fast food delivery service. And with nearly 500 stores nationwide servicing delivery via hotline, online, and mobile, McDelivery is one of the more trusted brands when it comes to satisfying sudden McDonald’s food cravings. 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?”

Placing adverts on TV did not make sense – because at this time the target market is not at home, and not exactly near a McDonald’s store, either. To help quell the hunger pangs of families and cemetery-goers during Undas, 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.

Links

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