GRABADS X MCDONALD'S INDONESIA

TitleGRABADS X MCDONALD'S INDONESIA
BrandMCDONALD'S
Product / ServiceMCDONALD'S INDONESIA MINI CUTS SPICY CHICKEN
CategoryA03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantGRABADS Singapore, SINGAPORE
Idea Creation GRABADS Singapore, SINGAPORE
Idea Creation 2 OMD INDONESIA Jakarta, INDONESIA
Media Placement GRABADS Singapore, SINGAPORE
Media Placement 2 OMD INDONESIA Jakarta, INDONESIA
Production OMD INDONESIA Jakarta, INDONESIA

Credits

Name Company Position
Dawn Yee GrabAds Senior Creative Producer

Background

Indonesia’s highly competitive F&B market is forecasted to grow at a CAGR of 7.06% over the next five years. And while McDonald's is a household name familiar to many Indonesians, aggressive competition from new entrants and life-long competitors meant it needed to defend its turf by growing market share. We knew that Indonesians love chicken. So much so that in 2016 alone, chicken meals in fast food restaurants contributed to the highest sales at about IDR6.73 trillion. But while McDonald's Indonesia had previously launched many well-received chicken offerings such as Ayam Spicy and Gochujang Chicken, on-going qualitative research have repeatedly revealed that customers still favoured KFC over McDonald’s due to its affordable price points. With growing demand for innovative and value-for-money chicken dishes, McDonald's Indonesia seized the opportunity and launched Mini Cuts Spicy Chicken, a new exclusive menu item at a highly competitive price point.

Describe the creative idea (30% of vote)

Mini Cuts Spicy Chicken was launched to make McDonald’s a more accessible brand. To complement this, we needed to create a media strategy that would make it just as accessible for consumers to get their hands on the product. In the last four years, online channels in Indonesia have been growing at a rate of at least 5 times more than offline channels. So our target audience were already in the habit of discovering, researching, purchasing, reviewing and recommending products via their mobile devices. What we needed was a way to convert them on the spot to close the purchasing loop before they’re enticed by our competitors’ ads. Here’s where the Grab platform stepped in and leveraged insights from valuable Grab’s first-party data to target low-hanging fruit, at scale. Then drove them to the GrabFood platform where they could seamlessly order in just a few taps.

Describe the strategy (20% of vote)

Because our key objective was to gain category market share, we targeted the competitor's customers, 18–34 year old digital natives who rely heavily on their phones to search for and keep up with trends, and are used to being able to get what they need instantly, in a few taps. In short, the Grab super app’s core user base. As Southeast Asia's leading super app, many Indonesians rely on Grab for many aspects of their daily life—from transport to food, payments, deliveries and more. And the more they used it, the more the app understood their preferences and spending habits, allowing us to hyper-target users then guide them to GrabFood where one of Indonesia's most extensive delivery services with a presence in 236 cities, could fulfill their cravings, on-demand.

Describe the execution (20% of vote)

To build awareness and engagement, we leveraged digital platforms (YouTube, TikTok, TV, Pay Tv) to reach a wider audience and remain top-of-mind. But to close that loop and drive conversion, we leveraged insights from extensive first-party GrabFood data and GrabFood Banner Ads to target low-hanging fruit, at scale. We focused on GrabFood banner ad inventories because of their ability to hyper-target audiences’ interests (e.g., fast food and chicken lovers within a 3 to 5km radius of a McDonald's outlet) and geo-fenced places with historically high consumer demand. Then, along with creative messaging, optimised delivery sales between GrabFood and McDonald’s with real-time ROI optimisation capabilities. After whetting their appetites with our ads, users are seamlessly led to GrabFood platform to complete their orders and have it delivered immediately, reducing instances of them being enticed by competitors.

List the results (30% of vote)

The total campaign reached 76% of Indonesian foodies, and generated over 88M impressions from digital channels alone. GrabFood Banner Ads check out rate was 17.74%. +77% higher than the benchmark of 5–10%. • For the first time, McDonald’s recorded a +45% increase in overall sales for the Lead EVM category because of the Mini Cuts Spicy Chicken campaign. We got the result of 107 PSPD in the overall EVM category, surpassing our target by 123%. • McDonald’s QSR Category Share rose from 23% in 2020 to 28% in 2021, and top-of-mind awareness increased 47.8% from 23 points to 33 points. • Perception of McDonald’s as a restaurant that “has great tasting chicken” increased in Q1 2021 - jumping from 8 points to a whopping 62 points! • “QSR that has good value for money” also increased by 10.77% from 65 in 2020 to 72 points in 2021.

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