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McDelivery Shelter

McDelivery Shelter | McDonald's | Leo Burnett
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basics
Industry: Food
Media:Ambient & Interactive
Style: Minimalism
descriptioncnen
Synopsis
McDonald’s launched McDelivery in Italy, a country where delivery is all about pizza. Our approach needed to engage an over-distracted and multitasking audience. We grabbed their attention where they didn’t expect it: during their daily commute.
Strategy
McDelivery Shelter was launched during Milan Fashion Week, allowing us to reach more people utilizing public transport. We strategically chose the 3 best tram shelters in Milan for commuter volume and for receiving and delivering orders in less than 5 minutes. The targeted audience included commuters using the public transport to navigate the city: office workers, students, families, late-night partiers, night workers, tourists, Milan Fashion Week influencers and attendees.
Relevancy
Delivery is becoming a vital part of McDonald’s business worldwide. For Italians, delivery is all about pizza, so we knew a different approach was needed. The McDelivery Shelter is a new business idea that creates an instant one-to-one relationship with people, allowing them to purchase food in real time, on their terms. With a simple and intuitive interface, food can be ordered in less than a minute and delivered in under 5 minutes. As a result, McDelivery Shelters in Italy achieved outstanding business results for the brand, and have provided a new way for McDonald’s to revolutionize the customer experience.
Outcome
After only 4 days, the McDelivery Shelter garnered 40 deliveries per hour, 82% increase in new delivery customers, 16% higher delivery sales and reached 28,644,315 people.
Execution
McDelivery Shelter was executed from the 19th to 22nd September 2017 at 3 tram shelters in Milan: Largo Cairoli, Piazza Lega Lombarda, Via del Burchiello. The tram shelters were customized to recreate the McDonald’s restaurant layout. Inside there was a touchscreen for users to order their items. We developed bespoke ordering software to mirror the mobile app layout, allowing people to experience how easy to use the new service was: thanks to an intuitive user interface, customers could place an order in less than 1 minute. McDelivery Shelter is a scalable solution, ready to create new awareness in other cities around the world.
CampaignDescription
To launch McDelivery in Milan, we converted tram shelters into Mini McDonald’s. With a special digital interface that mirrors the McDelivery app, commuters were able to order a meal in less than a minute, and have it delivered in less than 5 minutes. By taking technology outside, we created new opportunities for people and McDonald’s to connect, changing how people consume the brand.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Direct
Channels > Use of Ambient Media: Large Scale
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