GOLDS: 3 SILVERS: 3 BRONZES: 4 GRAND PRIX: The Promoticon for McDonald’s, by TBWA\Raad, Dubai The brief was very straightforward: we needed more downloads for the McDelivery app and to convince new users to keep the app once downloaded. The business goal was to increase McDelivery orders.
The challenge was put on the table by the client itself: “Do not touch the app.” There was no money or time to modify or add extra components, like gaming (which immediately crossed everyone’s mind).
So we found a loophole. We played with the only thing we could actually change for free, and more than once: the app icon.
From a Direct category perspective, The Promoticon is a fun and inexplicably non-intrusive idea. And I say “inexplicably”, because most app activations rely on push notifications to address their customers and, well, they go from being direct to being annoying. With a simple app icon swap and, most importantly, without having to spend a single dirham on app development, we managed to get our customers engaged constantly with the McDelivery app. Simplicity was key.