McDonald's: The Drive Thru School

Tahaab Rais, Dina El Dessouky, Yara Alem

McDonald's, a fast-food brand, created a Drive-Thru School in the United Arab Emirates (UAE) to grow brand health and boost sales among Gen Z consumers, and strengthen its market position.

Campaign details

Brand: McDonald's Brand owner: McDonald's Entrant company: Leo Burnett Idea creation: Leo Burnett Dubai Market: United Arab Emirates Sector: Restaurants & takeaways Media channels: Public relations, Social mediaBudget: Up to 500k

Executive summary

To improve brand health, McDonald’s refreshed its connection with United Arab Emirate (UAE) youth by uncovering a hidden tension and curating an experience that enabled them to overcome it.

McDonald’s noticed that being a new, anxious driver prevented Gen Z from enjoying its drive-thru experience.

Creating The Drive-Thru School:...

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