|MY HAPPY TABLE
|Product / Service
|A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
|McDONALD'S Singapore, SINGAPORE
|LEO BURNETT SINGAPORE, SINGAPORE
|DIGITAL CARTEL PTE. LTD. Singapore, SINGAPORE
|FRAME BY FRAME Singapore, SINGAPORE
|FUSE ADVENTURES IN AUDIO Singapore, SINGAPORE
|PRODIGIOUS SINGAPORE, SINGAPORE
|Publicis Communication Singapore
|Xin Wei Lim
|Teng Fon Wong
Many food delivery services run Ramadan advertising campaigns in Singapore by targeting digital communications at Muslim audiences to the exclusion of other audiences. McDonald’s is for everyone and we believed that we could achieve cut-through with Muslim audiences AND broader reach if we did something more tangible and meaningful than a typical Ramadan advertising campaign.
Ramadan in any normal year is a particularly popular time for food delivery as many Muslim families prefer the convenience of having the iftar (breaking fast) meal home delivered. With delivery even more popular during the pandemic, this was expected to be the most competitive period for food delivery ever seen. We were asked to create the cut-through needed to help McDonald’s become the most thought of food brand for delivery during the Ramadan period.
With each of us having our own separate lives during most of the day, the table at home is what binds families together. It’s where we meet to eat, laugh, and enjoy each other. It’s the focal point for many celebrations, including Muslim families breaking their fast together during Ramadan. My Happy Table used technology to reunite families at a table during Ramadan and bridged the distance felt by many through the closed Singapore / Malaysia border. In McDonald’s restaurants in Singapore and Malaysia, we set up physical tables in front of a full projector screen that virtually showed the other end of the table across the border. Perspective and projection alignment created the illusion of a seamless dining table, allowing families to share the iftar meal together and feel as if they were all sitting at the same table.
We put a specific cultural insight with mass appeal at the heart of McDonald’s campaign to successfully engage the target audience through the spirit of Ramadan. Ramadan is a time for family, and gratitude. It’s also a time to think of those less fortunate. By recognising the pain of separation, My Happy Table resonated with the wider Muslim community AND struck a chord with a broader audience in Singapore, many of whom were experiencing their own difficulties seeing family and friends overseas. While we asked people to book their own My Happy Table experiences, we also asked them to think about McDonald’s delivering feel-good moments for the communities they serve.
It took just 2 days to install My Happy Table at McDonald’s Canberra (Singapore) and McDonald’s Taman Desa Tebrau (Johor, Malaysia). This was done discreetly so we could surprise some of McDonald’s Malaysian staff and document their experience. These heartbreaking stories of separation and then visible joy of reunion were placed on McDonald’s YouTube and Facebook channels to tell Singapore about the activation and encourage them to book their own Happy Table. Within days and with no paid media, thousands of re-shares and audience reaction videos flooded the internet. Knowing that the core McDelivery audience is digitally savvy and used to app-based technology, we focused the bulk of our efforts on social media and used McDonald’s Facebook channel to invite consumers in Singapore with families in Johor Bahru to book the Happy Table for their Ramadan iftar meal. The activation ran for between 23 - 28 April 2021.
Our objective was to drive top-of-mind awareness of McDonald’s during Ramadan and we achieved: 166% increase in top-of-mind awareness compared to the month prior. 25.5 million organic media impressions #1 Trending Ramadan video on YouTube Singapore 416% increase in video engagement in past 6 months My Happy Table became a viral sensation. Without any paid media behind our video of the Happy Table activation, the video received 25.5 million organic media impressions. The film became the #1 trending Ramadan video on YouTube in Singapore.