With food delivery available at the touch of a button, convenience now wins over customer loyalty. How could McDelivery (McDonald’s delivery service) continue to be the big cheese in Singapore’s increasingly competitive fast food market?
We devised a campaign that focused on McDonald’s biggest strengths – the breadth of their store network and the depth of their owned data – to unlock the potential of each individual restaurant.
In a global first for any brand, we created an agile ad delivery system in partnership with Google which responded to real-time restaurant capacity, dialing ad spend and messaging up and down in each neighborhood. If demand spiked in an area and delivery wait times were longer, search spend decreased. In areas with excess capacity, spend was pushed up and the ad copy celebrated the low wait time.