Campaign details

Brand: McDonald's
Brand owner: McDonald's
Lead agency: OMD Singapore
Country: Singapore
Industries: Restaurants & takeaways
Media channels: Search marketing
Budget: Up to 500k

Executive Summary

McDelivery (McDonald's food delivery service) is one of the fastest growing sectors of McDonald's business in Singapore. It is at the forefront of the agenda for McDonald's to sustain business momentum. This is especially important in the face of increased competition from other fast food players as well as food delivery aggregators like Deliveroo and UberEats.

To maintain competitive advantage for McDelivery, we identified a way to maximise McDonald's biggest strengths – the breadth of their store network and the depth of their owned data. We created an agile ad delivery system in partnership with Google, which responded to real-time restaurant capacity to dynamically change adspend and messaging in each delivery neighbourhood.