Smartphone apps now account for more than 50% of our digital media usage, according to a Comscore study last year. Yet we typically use less than a third of the apps on our phones. The world of apps is a cluttered one. In the Middle East, McDonald’s faced growing competition from rival food delivery apps like Ubereats and Zomato. How could it boost the attractiveness of McDelivery without redesigning the app altogether?
With the aid of TBWA/RAAD in Dubai, the fast food giant turned its app icon into a medium. In fact, the icon became a promotional tool: each week, the icon showed a different McDonald’s product. And when the app’s users ordered that particular product, they got it for free. Fries, a Big Mac, and many more. Needless to say, users were now watching the icon like hawks so they could pounce on the next meal deal. The mutating icon has won awards at the Loeries, the Cristal Festival and most recently the Dubai Lynx. 

TitleThe Promoticon
Agency
Campaign The Promoticon
Advertiser McDonald's
Brand McDonald's

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PostedOctober 2017
Business SectorSubscribers Only
Media Type Flash Animation
Length
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Creative Director M...el B...é Subscribers Only
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About TBWA\RAAD

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TBWA\RAAD Named to Fast Company’s 2023 list of The Most Innovative Companies in the Middle East for the second consecutive year

 

TBWA\RAAD has once again been named to Fast Company Middle East's prestigious annual list of the Most Innovative Companies in the Middle East for 2023, marking the second consecutive year the agency has received this esteemed recognition.

This exclusive list honors companies that have demonstrated a profound commitment to innovation, reshaping their industries, and responding to a society that is in the midst of reinvention.

Throughout a rigorous selection process, the editorial team at Fast Company Middle East reviewed hundreds of applications from companies across the region, highlighting those that have made the most significant impact through their initiatives across 23 diverse categories.

TBWA\RAAD was recognized for making a positive social impact and fostering innovation in the workplace.

Reda Raad, Group CEO of TBWA\RAAD said: “It is truly an honor to be recognized once again as one of Fast Company’s Most Innovative Companies in the Middle East for the second consecutive year. This acknowledgment underscores our unwavering commitment not only to creative excellence, but also to our most valuable asset: our exceptional people, who consistently and wholeheartedly deliver the most disruptive work for our clients. Cultivating innovative initiatives in the workplace fuels the team's creativity and ignites their hunger and determination to succeed and grow. TBWA\Worldwide has also been named to Fast Company’s list for the fifth time this year. These thriving accolades reaffirm our dedication to creative versatility and innovation across the collective. A heartfelt thank you goes to our great disruptive minds and clients. This recognition wouldn’t have been possible without their dedication and unconditional collaboration.”

The Most Innovative Companies list is Fast Company’s signature franchise and one of its most highly anticipated editorial efforts of the year. It provides both a snapshot and a road map for the future of innovation across the most dynamic sectors of the economy. 

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