Stuck
McDonald’s France
TBWA\Paris
The Challenge
The home delivery market is extremely competitive in France: UberEats, Deliveroo, the Burger King application, Just-Eat… everyone is communicating.
How to differentiate yourself?
McDonald’s is a comforting meal. Everyone has their favorite McDonald’s menu item, their little habits and preferences. When we order McDonald’s, we don’t want surprises, we simply want to find flavors that we know and love. It’s what we crave in all the funny situations where we need comfort, but the context means, unfortunately, that we are stuck…
The Solution
TBWA\Paris produced a one-minute McDonald’s to promote home delivery via the McDo+ application, with a humorous flare. In different situations, the film finds people who want to eat McDonald’s, but who cannot. They are stuck at work, at home, they can’t go to a restaurant and sing “why they can’t” to the tune of Daniel Powter’s global hit “Bad Day”. Fortunately, there is a solution to this problem: the Mcdo+ app, which lets you order McDonald’s right to where you are, without having to move.
The Results
The food delivery film did not show a single delivery man, nor any food tasting. But thanks to its humor, its recognizable song (that all French people know), and its unconventional approach, the film immediately stood out among the competitors.
Following the campaign, the app was downloaded more than 800,000 times, surpassing competitors like Burger King and Deliveroo as the most downloaded apps. Orders placed on the application increased by more than 47%. The campaign was relayed in media around the world thanks to its creative and relatable message.