The most-awaited World Cup season was held in Russia this year, which means that fans in Vietnam need to stay up very late to watch it live and beat the time zone difference. Vietnamese people are arguably one of the world's biggest football fans and they are willing to stay awake until wee hours for World Cup but they don’t want to stay up hungry.

With restaurants and cafes installing projector and big TV screens for football fan gatherings open until 3 am, McDonald’s decided to launch a 24/7 delivery service for those who stay at home to watch.

The challenge was for McDonald’s to stand out amongst the heaps of brands leveraging World Cup communications when it promotes its 24/7 delivery service to football fans at a limited tactical budget of 15,000 USD for in-store and digital communications during the 4 weeks of the event. [Budget is confidential information]

With the minimal budget that does not allow a food photography shoot, the design solution was for the iconic food menu to be brought to life by a simple modern illustration style, that can immediately grab attention with simple straightforward message.

Food from the menu was selected and carefully illustrated to make it recognizable both as McDonald’s food and as a numerical digit that tells time.

These game time reminders were displayed around McDonald’s stores in Ho Chi Minh City and thru Facebook targeted link ads which drove them to the McDelivery app with precision marketing deployment. The posters and posts were updated in real-time to promote different matches during different days. This made the idea continuously relevant to football fans throughout the whole tournament.

Because of the clever use of illustration, the customers were successfully reminded that McDelivery 24/7 was available for them at any time during World Cup.