Crispier, Juicier, Better: 4.29MN Foodies in Philippines Bite Into the New Chicken McDo With 12X Higher Click Rates – Served HOT!
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about McDonald’s
As the world's leading fast-food chain, McDonald's is renowned for its iconic menu and commitment to quality, convenience, and customer service. With a presence in over 110 countries, McDonald's continues to set the standard in the global quick-service restaurant industry.
what McDonald’s PH wanted
To promote the new recipe: Highlight the improved and flavourful new Chicken McDo recipes compared to the previous versions, specifically targeting food lovers in Philippines.
To drive engagement on the App: Encourage immediate action by driving traffic to the McDelivery app and prompt users to order the new Chicken McDo.
mCanvas’ branding solution
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TAP functionality
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how the campaign was executed
Seamless direction for existing users: Direct users with the McDelivery app on their smartphones via a deep link, for a smooth transition to place orders online.
Boost app downloads for new users: Redirect users without the McDelivery app to download it from Play Store, facilitating easy access and increasing the user base on the app.
Increase purchase consideration for the product: Encourage users to place orders for the new Chicken McDo with engaging content, targeted ads, and an enticing "Order Now" CTA.
execution
The ad begins as a vibrant, single-screen interstitial in the brand’s colours. Using smooth animation, it showcases a comparison of the old and new Chicken McDo recipes, sliding seamlessly into view.
The copy, “much sulit” resonates with the target audience in the Filipino language, highlighting the enhanced value and deliciousness of the new recipe. This phrase, meaning “very worth it,” captures user attention and piques curiosity instantly.
Then, users can tap the "Order Now" CTA, which directs them to the McDelivery app, where they can enter their details and place an order for the exciting new Chicken McDo, making the experience both enticing and convenient.
Alternatively, If users do not have the app installed on their smartphones, then they are directed to the Play Store to download the McDelivery app, before they can place an order.
see the results for yourself
4.29 MN
5.85%
~12X above industry standards
9.8 secs
MOAT by Oracle
58.70%
on Screen %
impressions where at least 1 pixel of the ad was in-view with focus
75.14%
In-View %
unfiltered impressions where at least 50% of an ad was In-View for at least one continuous second
75.10%
Fully On-Screen %
impressions where the ad surface was 100% on-screen for any period of time
- 92.80%
IVT %
unfiltered impressions that were determined to be delivered to an invalid endpoint
positive uplift on key attributes
The Chicken McDo campaign showed uplift in the foll. key brand metrics -
14%
Aided Brand Awareness
16 %
Online Ad Awareness
16%
Message Association
13%
Brand Favourability [TB]
13%
Purchase intent [TB]
campaign performance data
top 5 devices as per engagement
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top sites as per engagement rate
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