Opportunity: In McDelivery’s first year breaking into a highly saturated food-delivery market (France) they needed a way to drive app installs and mobile orders with their elusive young Millennial cohort.

Our Innovation: Building from a Lion-winning outdoor campaign by TBWA Paris, we crafted a mix of mobile video ads that mimic the highly crafted style of the Impressionist masters, showing a popular French streetscape that’s quickly obscured by rain, as if beading up on the glass of one’s mobile phone, proposing the solution: McDelivery. The best part? We leveraged real-time, local weather signals to reach France on IG/FB in the exact moment, and in the specific postal codes, rain hit. And to drive it home, these ad units all link directly to the McDonald’s app in the App Store or GooglePlay.

The Result: For McDonald's critical 18-24 year old audience, we saw the lowest CPI and highest brand lift across any other age demo: +6.1pts in Ad Recall, +6.5pts in Purchase/Order Intent and a CPI of 0.48EUR. The social portion of the campaign was short-listed at Cannes.

Fun Fact: In France, they call McDonald’s “McDo.” You already know about the Royale with Cheese.