McDonald’s Philippines and its agency, Leo Burnett Manila, hauled in 5 recognitions from the New York Festivals 2019 AME Awards for World’s Best Advertising and Marketing Effectiveness. With the innovative “McDelivery Pin” campaign, the brand won 3 Silver awards in the Ambient, Low Budget, and Restaurants categories. It also clinched 2 Bronze awards in the Creative Use of Technology and Digital/Mobile categories.
Set up during the three days of Undas (Day of the Dead) when Filipino families flock to cemeteries, the McDelivery Pin was a giant location pin linked to the McDelivery mobile app and site. It served as a meet-up point for McDelivery riders and hungry customers who spent hours in cemeteries to be with their dearly departed. It offered a creative solution to food delivery in these sprawling but crowded spaces where access is typically impeded by the fact that customers had no exact addresses in the area.
Christina Lao, McDonald’s Marketing Director says, “If you ground your campaign on a true human insight, you can mine for a big creative idea, like McDelivery Pin, that answers a specific need of your consumer. And this translates to good business.”
The campaign brought in a significant increase in McDelivery mobile app and site traffic as well as McDelivery sales.
Since 1994, the AME Awards for Advertising and Marketing Effectiveness has been recognizing work that offers innovative solutions to challenging marketing problems across the world. It is judged by international panel of of renowned marketers, media planners, strategy directors, social media experts, and creative directors.
