DI­RECT

Campaign Middle East - - NEWS -

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.

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