McDonald's UAE / UAE / 2022Experiential
The Drive Thru School.
McDonald's built a working drive-thru inside a driving school's practice circuit so learner drivers could be taught how to use one.
- Brand
- McDonald's UAE
- Agency
- Leo Burnett Dubai
- Market
- UAE
- Region
- GCC
- Year
- 2022
The challenge
New drivers find drive-thru lanes tight and stressful, just as drive-thru was becoming more popular in the UAE. McDonald's was also losing relevance with Gen Z.
The idea
With Emirates Driving Institute, McDonald's set up a life-size drive-thru on the training track. During a normal lesson, students were surprised by it and coached by instructors on turns, stopping and speed, then ordered from a real McDonald's crew member and left with their food and a "Drive Thru licence".
Results
- 100% of the new drivers said they felt confident using a drive-thru, according to the AME Awards case on WARC.
- Brand favourability rose 22% and drive-thru sales 28%, according to the AME Awards case on WARC.
Case study source: Campaign Middle East Source ↗
Awards
- Cresta Awards 2023Direct – Online AdsBronze
- AME Awards 2023 Silver
Credits
- Creative agency
- Leo Burnett Dubai
- Additional company
- Studio M (powered by Publicis Groupe)
- Partner
- Emirates Driving Institute
- Chief Creative Officer, Leo Burnett UAE
- Kalpesh Patankar
- CEO, McDonald's UAE
- Walid Fakih
