NICOLE S.

Overview:

In the realm of copywriting, few projects are as rewarding as those that not only address business challenges but also enhance the customer experience. The McDonald's Singapore McDelivery Campaign, with its mission to bring customers back to the official McDonald's app, was a multifaceted project that combined creativity, nostalgia, and practicality.

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The Challenge:

Our challenge was clear: People were still enjoying McDelivery, but increasingly through third-party apps like Grabfood and FoodPanda rather than the official McDonald's app. The goal was twofold - to reignite the allure of McDelivery through the McDonald's app and to offer a tangible incentive that would not only delight customers but also elevate their McDelivery experience.

 

The Creative Vision:

Our vision for the campaign was to create a narrative that reminded customers of the simplicity and charm of McDelivery while celebrating the moments and occasions that make it special in our lives. The tagline "McDeliver It" perfectly encapsulated the essence of the campaign - quick, convenient, and thoroughly enjoyable.

 

Execution:

The heart of our campaign was a captivating video that unfolded three relatable scenarios:

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1. At Home Comfort: The first scenario highlighted the comfort of staying in and savoring a delightful McDelivery meal at home. It emphasized the convenience of using the McDonald's app to place orders.

2. Late-Night Cravings: The second scene tapped into the late-night cravings we've all experienced, particularly during gaming sessions. It portrayed a gamer's irresistible desire for McDonald's nuggets, showcasing the McDonald's app as the solution to satisfy those midnight longings seamlessly.

3. Office Celebration: The final scenario took place in an office setting, where colleagues orchestrated a surprise by McDelivering a stack of Big Macs to create a spectacular "Big Mac Cake" for their boss's birthday. This scene celebrated the joy and camaraderie that McDelivery can bring to the workplace.

 

Our video leveraged the nostalgic call of the McDelivery rider, "McDelivery!" when they arrived at the door, adding an extra layer of familiarity and warmth to the campaign.

 

In tandem with the campaign, we designed and produced the exclusive "McDeliver It Lanyard Hook." Customers received this thoughtful gift with every $25 spent on McDelivery through the McDonald's app. This practical hook was designed to be hung on their gates, providing a designated spot for McDelivery riders to hang orders, enhancing both convenience and safety.

 

Results:

The McDonald's Singapore McDelivery Campaign was a resounding success. The video campaign garnered significant attention on social media, reviving memories of McDelivery and encouraging customers to opt for the McDonald's app for their McDelivery orders.

 

The "McDeliver It Lanyard Hook" was met with immense enthusiasm, fully redeemed by eager customers. Beyond adding convenience, it strengthened the bond between customers and the brand, enhancing the McDelivery experience.

 

Conclusion:

This project exemplified the power of a holistic campaign that addressed both brand recall and customer satisfaction. It reaffirmed my belief that creative storytelling, combined with practical incentives, can not only win back customers but also foster a deeper connection with a brand. The McDonald's Singapore McDelivery Campaign was about more than just delivering food; it was about delivering memories, convenience, and a touch of nostalgia. It was a reminder that McDelivery isn't just about the meal; it's about the moments it creates.