McDonald's UAE / الإمارات / 2022التجارب الحيّة

⁨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.⁩

العلامة التجارية: McDonald's UAE
الوكالة: Leo Burnett Dubai
السوق: الإمارات
المنطقة: الخليج
السنة: 2022

التحدي

⁨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.⁩

الفكرة

⁨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".⁩

النتائج

⁨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.⁩

مصدر دراسة الحالة: Campaign Middle East المصدر ↖