Direct > Channels

THE TASTY DRIVE

RENAULT, Curitiba / ARCOS DORADOS COMERCIO DE ALIMENTOS LTDA / 2018

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Overview

Credits

Overview

CampaignDescription

The Tasty Drive, a function for the onboard computer of a Renault that allows for orders to be placed to McDonald’s directly from the car.

When the order is placed, Tasty Drive directs drivers to pick up their orders at the nearest McDonald’s, through the car’s integrated GPS.

The orders are sent through a 4G network to the restaurant, who in turn is informed, via geolocation, how long it will take the driver to get there. This way the orders are always ready on time so that people can retrieve them without any delay.

Execution

We modified the onboard computers on the most popular Renault models for the test drive to run an app that is not standard accessory: the Tasty Drive.

The app was created from scratch for this platform, taking the intelligence and the self-service structure from McDonald’s to the car’s onboard computer.

Outcome

• 26% increase in test drives done during the period the action took place.

• 20% above average engagement on the Facebook pages for Renault and McDonald’s

Relevancy

A test-drive doesn’t offer much in terms of novelties.

We wanted to change that and offer something unique.

Through an innovative manner, we invested in a one-to-one experience to bring the best from two globally known brands: the technology from Renault and the convenience from McDonald’s.

We did this by creating a new function for MediaNav – the onboard computer from Renault – allowing its connection to the closest McDonald’s drive-thru. This way drivers could place an order at McDonald’s directly from the car.

This work shows a new manner of facing a common activity in the automobile industry.

Strategy

Purchasing things directly from people’s cars is a feature that is hardly explored by brands, especially the one’s that are not part of the automotive sector. The strategy here was to aggregate a new function and convenience to something that people frequently do with their cars: going to a drive-thru.

Synopsis

When people take a test drive, they know exactly what to expect. When they go to a drive-thru, they also know what to expect.

We brought together two activities that do not present people with novelties, in order to create a unique experience, combining the Renault technology and the convenience of McDonald’s in a new feature for the onboard computer of a car.

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