Cannes Lions

McDONALD'S HOME DELIVERY

MADISON COMMUNICATIONS, Mumbai / MCDONALD'S / 2008

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Overview

Entries

Credits

Overview

Execution

We created a sensorial persuasionpersonifying the McDonald’s experience, in the confines of the consumer’s home. We designed with the leading RJ Mallishka, “BREAKFAST WITH MALLISHKA”, to simulate the McDonald’s food and fun environment for the listeners inside a live on-air studio. RJ Mallishka went on-air enjoying a fresh and live McDonald’s breakfast with guests/listeners who were invited through a pre-build contest.The activity gained momentum with teaser promos inviting people for their “Moment of Fame” with Mallishka The one hour show format ensured that every moment from calling the McDelivery helpline, checking the menu, debating the menu choices with guests/listeners, ordering the food to the final arrival of food inside the studio and the fun thereafter is replicated on air, giving the listener a McDonald’s-at-home experience first-hand. It surpassed the limitations of a 30sec creative to encompass the audience with a non-sermonizing message and a mouth watering experience.

Outcome

Never before done reality format - LIVE BREAKFAST on radio, demonstrated for a month the key promises of the service- Ease, served fresh, fun and fast. The implicit brand endorsement by the leading RJ and over 5000 SMS requests also translated into 25% growth in McDelivery service call-in.

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