McDonald’s

McDelivery Capacity-Based Marketing

Singapore
Overview
A McDonald’s global first

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.

Results
McDonald’s maintained its spot at the top of the food chain. The campaign is now being used as a template for marketing globally.
Increase in monthly delivery revenue vs. target of 2%
%
Decrease in cost per transaction
%
Reduction in cost per click
%
Increased return on ad spend
%
Awards & Press
No.1
WARC Gunn Media 100 2018
Use of Real Time Data Silver Lion
Cannes Lions 2017
Media Gold
Spikes Asia 2017
Creative Use of Data + Best Use of Real Time Marketing
Festival of Media Global 2017

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