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Category
Experiential / Customer Experience / CX
Annual ID
OS24_DM065M
About the Work
Drive-thru businesses have grown by 42% in the last two years. And while it revolutionized convenience, one thing was left unaddressed.
How to drive in a Drive-thru?
As a brand that focusses on giving every one a feel-good experience, McDonald's created Drive-thru School. Building a Drive-thru inside the driving practice circuit
of UAE's leading driving school, to give new drivers a one-on-one on how to navigate in a Drive-thru and help reduce their anxiety.
We followed the framework of a McDonald's Drive-thru and created each element with real dimensions, from ordering microphone to lane turns, stop signs, all the way up to the pickup window.
Our biggest challenge was to construct it within the existing driving practice circuit. After several weeks of planning and designing, we built the Drive-thru in a way that surprised students mid lesson inside the driving practice circuit.
While the students enjoyed the lesson, the instructors guided them thoroughly. On passing the test, they even received a Drive-thru license. A fun way to reward them for their achievement.
Over 300 students experienced the Drive-thru school in the first week.
Our campaign resonated with Drive-thru fans all over social media, reaching 32% of UAE's population, resulting in 28% increase in Dive-thru sales,
13% in Brand Love and 100% confidence among Drive-thru customers
With Drive-thru school, we not only made new drivers overcome anxiety but also prove that McDonald's Drive-thru is the most welcoming experience one could ever have.
How to drive in a Drive-thru?
As a brand that focusses on giving every one a feel-good experience, McDonald's created Drive-thru School. Building a Drive-thru inside the driving practice circuit
of UAE's leading driving school, to give new drivers a one-on-one on how to navigate in a Drive-thru and help reduce their anxiety.
We followed the framework of a McDonald's Drive-thru and created each element with real dimensions, from ordering microphone to lane turns, stop signs, all the way up to the pickup window.
Our biggest challenge was to construct it within the existing driving practice circuit. After several weeks of planning and designing, we built the Drive-thru in a way that surprised students mid lesson inside the driving practice circuit.
While the students enjoyed the lesson, the instructors guided them thoroughly. On passing the test, they even received a Drive-thru license. A fun way to reward them for their achievement.
Over 300 students experienced the Drive-thru school in the first week.
Our campaign resonated with Drive-thru fans all over social media, reaching 32% of UAE's population, resulting in 28% increase in Dive-thru sales,
13% in Brand Love and 100% confidence among Drive-thru customers
With Drive-thru school, we not only made new drivers overcome anxiety but also prove that McDonald's Drive-thru is the most welcoming experience one could ever have.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Leo Burnett Dubai / Dubai
Client / Brand
McDonald's UAE / Dubai
Post Production Company
Optix ME / Dubai
Art Director
Hugo Rochette
Associate Creative Director
Sambhav Khandelwal
Chief Creative Officer
Kalpesh Patankar
Chief Strategy Officer
Tahaab Rais
Copywriter
Aditya Hariharan
Creative Director
Hessa Al Sudairy
Marwan Chahine
Director
Neelay Shah
Editor
Al Ajhar Hussain
Neda Zag
Executive Producer
Naji Bechara
Producer
Mohammed Soueid
Ralph Matar
Wael Said
Account Manager
Miral Saad
Business Director
Mahmoud Jaber
Business Lead
Haytham Dayeh
CEO
Bassel Kakish
Walid Fakih
Head of Strategy & Insights
Dina El-Dessouky
Marketing Consultant
Reem Bitar
Marketing Coordinator
Halaa Judy
Marketing Director
Hassan Abouezzeddine
Sheriff Coutry
Marketing manager
Osama elChamma
Planning Manager
Yara Alem
Post Producer
Megan Markel
Post Production Lead
Nayla Chacra
Production
Daniel Tudano
Gabi Basalici
Production Designer
Charbel Zgheib
Production Lead
Myriam Abi Wardeh
Senior Marketing Director
Tarek El Kadi
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