McDonald's: The Promoticon

This case study shows how McDonald's, the fast food brand, successfully shifted its McDelivery service to an app-based platform, by highlighting a small design feature of its product that continuously updated consumers in the GCC region.

Campaign details

Brand: McDonald'sBrand Owner: McDonald'sLead Agency: TBWAContributing Agencies: OMDCountry: Middle EastIndustries: Restaurants & takeaways Media Channels: Mobile & apps, Online display, Online video, Outdoor, out-of-home, Radio, Social media

Executive summary

Talabat, UberEats, Zomato, and many others own the online food delivery market in the Gulf Cooperation Council (GCC) region – which includes Saudi Arabia, Kuwait, the UAE, Qatar, Bahrain and Oman – so our question was "How do we get people to not only download the McDelivery app but also keep ordering from it?"

McDonald's as a...

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