When McDonald’s first launched its delivery service, it didn’t cover nearly as many locations as it does now. Unfortunately, some potential customers avoided using the service because they still believed the delivery network was as limited as it was when it first began. The challenge was to showcase the strong delivery network and how close the nearest delivery centre is to one’s home/office. And differentiate McDonald’s from its competitors. Instead of doing the obvious thing of showing the reach or the speed of McDonald’s delivery, they wanted to show what a strong delivery network meant for McDonald’s customers.
They looked at the one thing that every customer wants – the desire to get their order delivered not just in time but having the food being piping hot and fresh. A strong delivery network ideally should ensure just that. But, the very concept of delivery service means that time and therefore, the freshness, can often tend to be lost, due to the logistics of bikers managing multiple deliveries at the same time. McDonald’s treats every order as an individual delivery. Literally. Every trip gets its own order. A living testament of its strong delivery network. They wanted to show that advantage.
The one thing that people are so used to seeing on UAE’s roads are the iconic McDelivery bikes cruising and wiggling ahead, be it highways or traffic jams. The back shot of the box on a bike driven by a McDelivery biker is something that everyone recognizes across the UAE. So, to demonstrate McDonald’s philosophy of treating every order as an individual delivery for each customer, they created graphic posters that used the boxes behind the bikes as the medium. Each box was designed into an iconic and recognizable food item from the McDonald’s menu; a visual depiction of an individual order getting its own exclusive trip.
Advertising Agency: FP7/DXB, Dubai, United Arab Emirates
Creative Director: Kartik Aiyar
Senior Art Director: Wayne Esslemont
Regional Head of Strategic Planning: Tahaab Rais
General Manager – Business Unit: Tarek Ali Ahmad
Senior Account Executive: Faissal Shaar
Executive Creative Director: Oliver Robinson
Account Manager: Yara Berjawi
Strategic Planning Manager: Moushami Bhattacharya
Senior Retoucher: Amit Borawake
3D Designer: Imran Ahmed