Direct > Craft

MC CODE

DDB BRASIL, Sao Paulo / MC DONALD'S / 2016

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Overview

Credits

Overview

CampaignDescription

The McDonald’s sandwiches are known all over the world for having a standard: you can order a Big Mac in any city and it will always be the same Big Mac. Taking this fact into consideration, we found the opportunity to do the same with the McDonald’s coupon system and make this practice more pop and iconic, just like the brand. So we created the McCodes, barcodes that represent the layers of ingredients of each sandwich: colourful, iconic and with great visual appeal. When coming across one of the codes spread throughout different media, consumers could access a mobile site and scan them with a smartphone. A discount coupon would be immediately generated for that sandwich, and a map showing the way to the nearest McDonald’s would open, encouraging the consumer to use the coupon immediately.

Execution

We spread the McCodes throughout different media near the restaurants: street furniture, street posters, media screens and much more. Right after using the smartphone to read the McCode and generate the coupon, the user could click to find out the way to the nearest McDonald’s. At this moment, a stopwatch would turn on, and if the user arrived at the restaurant in a certain amount of time, he’d receive a gift: McFries, McNuggets or a soda.

Outcome

The discount coupons that were converted in sales increased 36%

Relevancy

From the union of icons that only McDonald’s could create and a mobile interaction with the consumer, we created a promotional platform for the most attractive brand for consumers and the most profitable one for McDonald’s. By using pop language, people responded to the stimulus at once, generating coupons and consuming McDonald’s products. The McCodes had a significant adhesion and conversion into sales was 36% greater in comparison to traditional coupons.

Strategy

The codes were placed on strategic media, within a maximum of one kilometre away from a McDonald’s. The sandwiches with the discount would take into consideration not only the location, but also the demand in the nearest restaurant. This way, besides satisfying the consumer’s wish for a cheaper sandwich, we were still able to balance the stock in each franchise.

Synopsis

McDonald’s is the company that most offers discount coupons in the world. There are so many coupons distributed that people began ignoring them. In 2015, less than 10% of the coupons were converted into sales. We needed to rethink this practice so that the coupons would once more become attractive, increasing the public’s perception towards the brand and generating a greater sales volume of sandwiches.

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