McD delivers convenience at a click

Singapore - McDonald's has launched a through-the-line campaign in view of the competitive quick serve restaurant (QSR) market and is relaunching its delivery service to consumers with the promise of a 'super-convenience' experience.

Led by a 30-second TVC, the campaign will appear in other media such as print, 12-sheet bus shelters, as well as online. A common feature through the campaign is a ‘digital hand icon' that serves as a mnemonic device to represent a new digital aspect of the brand.

To increase its hip factor and aid viewer recall, a catchy, electronica tune was wrapped around the campaign tagline - 'Crave it. See it. Click it. Enjoy it. McDelivery it'.

"The objective of the campaign was to demonstrate how consumers are now empowered to fulfill their McDonald's cravings virtually from anywhere as we now literally bring the restaurant experience to them," Melvin Kuek, brand and business director for DDB, which created the campaign, said.

According to McDonald Singapore's senior marketing manager, Agatha Yap, the launch is a milestone for the chain globally as it is first QSR to launch a full e-commerce ordering site in Singapore.

"The interactive, exciting, innovative nature of this asset allowed the agency plenty of creative scope to propose and execute a full 360 campaign involving Tribal DDB and Rapp Collins, our agency subsidiaries, that reflects this," DDB's senior creative group head Francis Ooi said.

The campaign launched in Mid-march and will run through to May. Media duties were executed by OMD Singapore.