McDonald's APP -
Order. Pay. Take.
2021 / McDonald’s HK
Storytelling / Creative Concept / Art Direction
Challenge
McDonald’s launched its App in 2020, which is actually falling behind its competitors in the fast food industry, and the customers still prefer in-store purchase over mobile order due to the inconvenience of payment.
And this time, with the newly renovated App function, mobile order has become easier for customers. Also, facing the ever-changing covid-19 situation, the restaurant needs quick adaptation in operation from their staff to the customers.
How could we change the game from falling behind to well-known by the mass?
How could we get the staff & customers to watch this “boring mobile order steps” so that the operation could be smoother?
Solution
To make a viral video, it always starts with a talk-of-the-town - “Ossan’s Love”, which was about to be released during the campaign period. Therefore, based on the settings of the story, we created a derivative screenplay around two of the main characters - Anson Lo & Edan Lui.
To avoid being too hard-selling, we decided to opt for a drama approach.
We tried to create linkage between love & mobile order. There is one mutual thing that everyone hates - waiting, no matter when it comes to buying take away or even in love relationship. To spice up the drama, we needed some memorable scenes (aka screencap opportunities) for the fans so we have Keung To to alienate the love relationships between Anson & Edan.
Idea
麥當勞APP 《大姜的愛》- 愛係唔需要等待
Teaser
Full Version Social Video
Educational Video
When it comes to instore messaging, an educational video is needed to clearly show the steps of mobile order.
Make use of the mobile as the transition device & camera moving along walking, we want to deliver how seamless McDonald’s App mobile ordering experience can be.
Credits
Agency
DDB Group HK
Executive Creative Director
Frankie Fung
Creative Director
Tony Cheung / Iker Lin
Associate Creative Director
Roden Chau
Art Director
Venus Li
Copywriter / Scriptwriter
Jayden Wong
Social Video Director
Steve