Malaysian Media Awards Winners Showcase

The Challenges
Business Objective: Drive incremental transactions and sales during World Cup, be it instore, drivethrough or delivery. Marketing objective: Make McDonald’s the goto place for World Cup viewing and become TOM for World Cup viewing. As a WorldCup official restaurant, McDonald’s has the privilege, but still faced challenges: Main competition with big screens, Mamaks, pubs Food deliveries Advertising clutter

Insight, Strategy and the Idea
Fans love to watch football with their friends outside or in the comfort of their own homes and have been anticipating the 2018 WorldCup due to the 10pm to 2am match timings. Fans will search and immerse in WorldCup content before matches and even during matches as there are multiple matches concurrently. Strategy: Hijack WorldCup moments to make McDonald’s synonymous with the most convenient food for people watching WorldCup; at home or outside. Idea: Hijack all WorldCup micromoments, be it on search or anywhere else online. Match messaging to intent and consumption to drive them to McDonald’s. Pregame – Fixture o Visit McDonald’s / Order McDelivery During game – Live score o Order McDelivery Postgame – Score / fixture o Order McDelivery & Visit McDonald’s for future matches

Media Execution
Innovation: We deployed dynamic digital ads across all platforms to be agile in meeting fans’ needs and the changing matches and countries playing as well as featuring live scores. Dynamic Search Ads allowed us to be present during these micromoments; instantaneously matching relevant message with intent & providing live scores. We combined the power of automation (Live Scores API and Google sheets linked to Google Ads account) and manual daily updates in the knockout stages to deploy 5,760 dynamic search copies (64 games X 90 copy combinations). E.g.: Pregame: Driving dinein / McDelivery: o “Brazil vs Argentina at 8pm tonight | Watch them live in your nearest McDonald’s” During game: Driving McDelivery: o “Brazil 1 – Argentina 0 | Order McDelivery so you don’t miss the key highlight!” Postgame: Driving dine in: o “Argentina match – 9pm Sat | WorldCup fever at McDonald’s” Dynamic video and display ads – Targeted football and World Cup fans and content; match daypart (in relation to the matchtime and eating habits) with relevant ads with swappable country names and flags, day and match times. This resulted in a whopping total of 6,080 ad versions for the multitude of micromoments and audience targeting surrounding World Cup.

Results and Effectiveness
Fans resonated with McDonald’s: Search – achieved 33% impression share and 6.1% CTR; excellent numbers considering the stiff competition. We also gained new eyeballs for McDelivery (97% of clicks came from new prospects.) Dynamic video & display – garnered 2X CTR vs. industry benchmark. Drove +1,567,267 storevisits (+RM26m increase in sales) Drove +6,500 McDelivery purchases (+RM230k in delivery sales) June 2018 sales: +22.02% versus June 2017 June 2018 McDelivery sales growth: +57.6% versus same period 2017 

• McDelivery Awareness: +12pts (56% to 68%)
• McDelivery “Ever Trial”: +7pts (32% to 39%)
• “I prefer McDelivery”: +5pts (38% to 43%)