| Title | MCDELIVERY STEALTH MENUS |
| Brand | MCDONALD'S |
| Product/Service | FAST FOOD RESTAURANTS |
| Category |
B01. Mailing |
|
Entrant
|
NORD DDB Stockholm, SWEDEN
|
|
Idea Creation
|
NORD DDB Stockholm, SWEDEN
|
Credits
| Andreas Dahlqvist |
NORD DDB Stockholm |
CCO |
| Johanna Björnfot |
NORD DDB Stockholm |
Client Director |
| Stina Nyberg |
NORD DDB Stockholm |
Client Manager |
| Annie Leander |
NORD DDB Stockholm |
Client Mangaer |
| Petter Dixelius |
NORD DDB Stockholm |
Copywriter |
| Joel Ekstrand |
NORD DDB Stockholm |
Art Director |
| Joel Ekstrand |
NORD DDB Stockholm |
Art Director |
| Leo Dal |
NORD DDB Stockholm |
Art Director |
| Fredrik Kjellström |
NORD DDB Stockholm |
Graphic Designer |
| Ylva Höckerlind |
NORD DDB Stockholm |
Graphic Designer |
| Daniel Liljas |
NORD DDB Stockholm |
Photographer |
| Anna Lisspers |
NORD DDB Stockholm |
Print Production Manager |
| Christoffer Rönnblad |
McDonald's |
Marketing Director |
| Lisa Palm Danielsson |
McDonald's |
Senior Marketing Manager |
| Sofie Lager |
McDonald's Sweden |
Marketing Manager |
| Sofie Lager |
McDonald's Sweden |
Marketing Manager |
Why is this work relevant for Direct?
We used one of the most known direct channels in the world – direct mailed take out menus from your local restaurant – in a new and sneaky way.
Background
Situation:
McDonald’s Sweden has just established it’s McDelivery service which is now expanding all over the country.
Brief:
Tell people that they now can get McDonald’s world famous burgers delivered to their doorstep.
Objectives:
Make McDonald’s an option to peoples usual food delivery of choice.
Describe the creative idea (30% of vote)
We targeted areas of Stockholm where people order the most sushi, Thai, pizza and Indian food and copied the style of local takeout flyers and made McDelivery menus in a similar format. A direct mail campaign that highlighted that McDonald's, too, is part of the local delivery options now.
Describe the strategy (20% of vote)
The target audience was hungry urban people in Stockholm. Our approach was to create a direct mail campaign that would make people talk about McDelivery by using humor and sneakiness.
Describe the execution (20% of vote)
The menus were sent out to 20 3000 people in September 2019.
List the results (30% of vote)
September was the best sales month for McDelivery in Sweden since the service launched in 2018.