Indonesian consumers have a habit of using physical calendars to keep track of important dates and events. At end of the year, people are always on the lookout for new calendars. The concept of collecting calendars is a common phenomenon among people of all ages. Additionally, Indonesians are also known for their close-knit families and strong social ties. As a result, many individuals may attach sentimental value to experiences and memories.

The objective is to satisfy the demand through creating a new calendar that will provide customers with a memorable and engaging experience, to make McDonald's the top-of-the-mind brand in a highly-competitive fast food market in Indonesia.

The calendar will then be distributed in all restaurants and through McDelivery across Indonesia.

McDonald's Indonesia recognized the need of people having physical calendar and saw an opportunity to engage with its customers in a unique and creative way to capture and preserve memories of the feel-good moments shared with McDonald's with a calendar. Indonesian consumers have many memorable moments associated with McDonald's, whether it's studying with friends, grabbing a quick meal during overtime, enjoying some me-time, or spending quality time with family or partners. Each item on McDonald's menu plays a specific role in these moments.

For example, the Big Mac is associated with celebrations, French Fries resonate with togetherness, Apple Pie brings warmth, and McNuggets are closely linked to friendship.

To capture these moments, McDonald's Indonesia has created a unique calendar featuring illustrations of these feel-good moments shared at McD.

Target audience : Millennials between the ages of 15 and 45 with SES ABC.

We have created illustrations that depict moments of enjoyment at McDonald's, each containing a clever optical illusion of the menu. The cover features the iconic McDonald's Golden Arches, symbolizing the celebration of good moments shared with different people at McDonald's.

Inside the calendar, you can find various moments, such as friends gathering to watch a music concert, but with hidden 'french fries' added to represent togetherness. Additionally, a McNuggets menu is cleverly hidden within an illustration of friends getting together.

The calendar includes various details such as menu icons marking holidays and weekends, highlighting the high-quality ingredients used in the menu. We have also included a paper craft activity that aims to engage and excite customers, allowing them to share their experiences.

During the December 2022 campaign, incremental sales increased by 16% and transaction (guest count) increased by 10% when compared to the average performance from September to November 2022.

The campaign also resulted in increased brand engagement, as customers shared their experiences with the creative paper craft activity with their friends and family on social media. As a result, McDonald's is now perceived as a brand that is creative, innovative, and engages with customers of all ages.