Like in most countries, getting take-away is popular in Denmark. In fact it makes up 8% of daily evening meals in the country, with people especially getting deliveries for pizza, mexican, sushi and chicken. So McDonald's had launched McDelivery in 2018, but with a slow roll-out in one restaurant at a time and with no national communication as they did not want to disappoint in areas where it was not available. They also had to wait for 3. party delivery services to become available in some areas, before they could make McDelivery available in these areas.

So the brief was to get people to use McDelivery instead of competitor take-away, but figure out how to reach people only in the areas where McDelivery was available.

The primary goal of the activation was to drive sales. In addition, it should get more users and increase awareness.

We went to a place where a lot of people go to search for food delivery and a place that is very much catered for location specific searches: Google. Here Danes search for the competitor food - but perhaps only because they didn't know McDelivery was an option. Because while they might be in the mood for fish - did they want sushi or something else?

To assist in "troubleshooting," we utilized the error search code from Google: "did you mean"?

We bought search ads based on keywords for various take-away searches and presented people with ads for McDonald's items available through McDelivery instead. If you searched for "sushi delivery," did you actually mean "Filet-o-Fish"? Or did you actually mean "Chicken Salsa Cheese" when searching for "Mexican take-away"?

This way, we showed people what they might actually want to have delivered, but didn't know was an option.

As mentioned delivery of food covered 8% of evening meals in Denmark and it had been increasing steadily over the years with Just Eat and Wolt driving up sales.

Awareness for McDelivery was 38% in the population (with only 12% having tried it), 48% for 16-34 year olds and 33% among 35-44 year olds - the two main target audience for delivery. The younger generations are more used to ordering delivery and often use the 3rd party apps, while the older prefer searching for food online and then using a website to order the food. This is why we chose Google as the platform - in addition to Google search ads allowing us to only target searches in areas with McDelivery.

We picked the most popular searched for delivery foods such as sushi, mexican and chicken. While pizza is also very popular, people still call their local pizzaria and don't search online for it very often.

We then paired popular McDonald's items with the other food searches to create a fun and playful alternative and bought search words for the specific foods. So for example if people searched for "sushi delivery", "sushi take away" or similar, we gave them a search ad for "filet-o-fish".

We choose the more costly versions with pictures included, to increase the chance of people feeling a want for the food.

Google was picked as they have a market dominance of 96% in Denmark, so there was no need to use any other search option.

The ads were kept active for almost 11 months.

The campaigns success was measured after one month:

- The search ads performed 42.04% better than standard search ads

- McDelivery sales increased by +10%

- McDelivery awareness increased by +5%

- McDelivery users increased by +16%