Problem: Thanks to COVID-19, all restaurants in Germany had to close. But McDonald's McDrives could stay open. Sadly, most people didn't realise it. So we had to address this very quickly. Time was, quite literally, money. Every day counted.Idea: Instead of a time- and money-wasting national campaign, we dared to conduct an experiment. For the first time ever, we switched the McDonald's app icon and turned it into probably the smallest media format in the world. We sent one simple message in two words to over 10 million Smartphones at the same time: McDrive OPEN.Results: The app icon did its job and delivered our message to over 10 million people all over Germany. Best of all – our guests returned and used our takeaway service again. The impact was so powerful, that McDonald's Germany decided to switch its app icon again throughout the second lockdown in November.
Philosophy
Instead of a time- and money-wasting national campaign, we dared to conduct an experiment. For the first time ever, we switched the McDonald's app icon and turned it into probably the smallest media format in the world. We sent one simple message in two words to over 10 million Smartphones at the same time: McDrive OPEN.
Problem
Thanks to COVID-19, all restaurants in Germany had to close. But McDonald's McDrives could stay open. Sadly, most people didn't realise it. So we had to address this very quickly. Time was, quite literally, money. Every day counted.
Result
The app icon did its job and delivered our message to over 10 million people all over Germany. Best of all – our guests returned and used our takeaway service again. The impact was so powerful, that McDonald's Germany decided to switch its app icon again throughout the second lockdown in November.