TBWA\Zurich for McDonald's: simply order smarter
At McDonald’s, you can place your order in a variety of ways: at the counter, at the ordering kiosk, or at the McDrive. As an added service, the fast-food chain also offers Order&Pay on its app—to make life even easier. TBWA\Zürich’s new campaign shows just how easy it is.
With the "Order&Pay" function in the McDonald's app, guests can place and pay for their order in advance with just a few clicks. This eliminates queuing and the order is served directly to the seat. The offer is also available at McDrive or as a take-away option.
To make "Order&Pay" even better known, TBWA\Zurich collaborated with Shining Film and director Sidney Van Wichelen to create three commercials that are very similar in structure. The main protagonist introduces the app and guides viewers through the entire process - from ordering to menu service. The advantages of the function are staged along well-observed typical McDonald's ordering moments of various guests who do not yet use "Order&Pay". It is shown, for example, that "Order&Pay" can skip the distracted teenagers at the ordering kiosk, the people waiting at the take-away or the McDonald's greenhorn at the McDrive.
The three films will be shown on television and online. A banner campaign with the core messages is also intended to generate even more visibility. There is also a special pre-roll for YouTube.
Responsible at McDonald's Switzerland: David Smadja (CMO), Audrey Parance (Customer Engagement & Digital Manager), Brenda Henry (Digital Marketing Consultant). Responsible at TBWA\ Zurich: Manuel Wenzel, Reto Clement, Davide Schenker, Dominik Bruelisauer (Creation), Marion Schwager, Maryna Pavilchkova-Meier (Consulting), Domenico Catena (Senior Video Producer), Agnes Meier (Head of Production), Toni Rubera, Noemi Rubera (DTP). Responsible at Shining: Caroline Braun, Leonardo Sanfilippo (Executive Producer), Meret Früh (Line Producer), Sidney van Wichelen (Director), Sander Vandenbroucke (Cinematographer), Alessandro Biffi (Editor), Simon Hardegger (Grading), Gregory Caron (Music), Jingle Jungle (Audio Postproduction).
