Cannes Lions

Anticipating Hungry Moments

OMD HONG KONG / MCDONALD'S HONG KONG / 2019

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Overview

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Credits

Overview

Background

World Cup provided an excellent context for us to grow our McDelivery service, but the competition was equally intense especially in a food paradise like Hong Kong! While football lovers never lack delivery options, how could we draw football fans’ attention without interrupting their World Cup experience?

Idea

Most of the games kicked off past 11pm in Hong Kong. Having stayed up all night jumping and cheering for World Cup brought up the adrenaline level, but fans get a growling stomach as soon as it fades away.

What if we can “own” these hungry moments before our competitors do?

Strategy

Leveraging on this simple insight, we could be the first one to reach hungry fans by anticipating their hungry moments and tease them before our competitors do. With the power of real time data and cumulative data on our Data Management Platform (DMP), we are even able to learn fans’ favorite food and reach them when they wanted it the most!

Who could resist a banner you can almost smell it?

Execution

Partnered with Google, we leveraged on their REAL TIME TRIGGER TECHNOLOGY, a global first initiative to push promotional message along with real time scores, delivered at key moments during World Cup (i.e. the beginning / half time / the end of a game & a team / player scored) to anticipate the “hungry moments”. To deliver higher relevancy, we collected and analyzed data accumulated on our DMP such as past purchase data, browsing behavior and location, segmented McDonald’s fans by their favorite menu. Each fan will be “fed” with the right “teaser”. For instance, fans will receive coffee promotion approaching 4am, or a close-up of our new “Spicy Beef Burger” for beef lovers!

Outcome

Please refer to 'Confidential information for jury'

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