McDonald's DM McDONALD'S HOMEDELIVERY by Leo Burnett Mumbai

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Industry Fast food
Media Direct marketing
Market India
Agency Leo Burnett Mumbai
Creative Director Payal Juthani
Designer Zainab Karachiwala, Nadine Pereira
Photographer Sachin Powle
Account Supervisor Samarjit Choudhry
Illustrator Prakash Shelke
Released December 2009

Credits & Description

Category: Traffic & Brand Building
Date of First Appearance: Dec 14 2009 12:00AM
Entrant Company: LEO BURNETT INDIA, Mumbai, INDIA
National Creative Director: K V Sridhar (Leo Burnett)
Creative Director: Payal Juthani (Leo Burnett)
Designer: Nadine Pereira (Leo Burnett)
Designer: Zainab Karachiwala (Leo Burnett)
Illustrator: Prakash Shelke (Freelance)
Photographer: Sachin Powle (Freelance)
Account Supervisor: Samarjit Choudhry (Leo Burnett)
Account Manager: Nikhil Mohan (Leo Burnett)
Account Manager: Neha Shetty (Leo Burnett)
Media placement: Home Delivery Paper Bag - 4 Packs - McDonald's Outlets - Dec 2009

Describe the brief/objective of the direct campaign.
The brief was to deliver the McDonald's experience at home through Home Delivery. The objective was to make the customers who order the McDonald's meal at home, feel like they have been served the meal 'McDonald style' so they can enjoy the McDonald's experience even at home.

Explain why the creative execution was relevant to the product or service.
There is a certain experience which is associated with having a meal at McDonald's, so by incorporating the trademark McDonald's tray in the Home Delivery paper bags along with the intricate art of table mats which are very popular in the Indian subcontinent we were able to replicate the McDonald’s experience inside Indian homes.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To bring home the McDonald’s experience we created beautiful McDelivery paper bags. Although simple, these paper bags once opened up turned into lovely tray mats. Each paper bag on opening up revealed a different design, allowing you to enjoy your favourite McDonald’s food on an intricate tray mat. From McChicken to Happy Meals and from the McVeggie to Maharaja Mac, the McDelivery paper bag truly brought the McDonald’s experience to your doorstep making McDelivery simple, easy and enjoyable, even at home.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The Delivery Boxes were highly successful and became popular collectibles. They were initially used in a single market as a test for a limited period to check acceptability and practical considerations of the new packaging. During the period and even after that 60% of the callers on the repeat orders asked for the tablemat boxes and also asked what other designs were there. In about 15% cases people actually told the order taker that they would want a different box design than the one they had.