The Brief: Launch the McDonald’s App while driving awareness and engage audiences to download, register and redeem offers through the app, making it the single destination for all things McDonald’s.
The Problem: Store walk-ins stagnated with the rise of aggregator apps. While all the other App’s objective was to drive traffic online, the McD App had to drive traffic to the store which is where 80% of McDonald's revenue comes from.
The Idea: The #10YearChallenge hit the internet and it became an overnight sensation. So, we trendjacked the challenge calling it ‘App ke zamaane mein Baap ke zamaane ke daam’ which translated to releasing 10 offers for 10 days at prices from 10 years ago – available only on the McDonald's App and redeemable only in-store.
All this was done on a minuscule media budget, no offline activation and no influencer push.
Over 100 media banners were made overnight and our social channels only spoke about these 10 offers available for the next 10 days, exclusively on the McDonald's App.
This campaign has won us 2 awards at Digies Digital Awards 2019 and 1 award at the Indian Digital Media Awards 2019
