In Nicaragua, according to the data provided by Sarlatam, 54% of people who have the McDonald's app installed on their phones never open it, missing out on all the promotions and benefits it offers. How can we make people aware of everything they are missing without the need to open the app? The objective was to increase the number of active users and sales through the app in February 2024.

There is nothing we know more today than the screen of our phone, so if something looks different on it one day, it will immediately grab our attention. We are on the phones of many Nicaraguans, so we decided to turn our app into a new means of communication by updating the app icon to feature the image of the most relevant promotions. This way, people wouldn't need to open the app to crave and find out about the benefits we had for them. We designed different logos and updated them throughout the weeks, so that every time people opened their phones, an icon they had never seen before would catch their attention.

Based on the data collected by the company managing McDonald's delivery app in Central America, and various sources regarding Nicaraguans' behavior with food delivery apps, we found that more than half of the people who have the app installed on their phones never open it. The target audience was everyone in the country who already had the app installed, so that they could take advantage of all the promotions offered by the brand during February. The approach was to use the same app as a media to communicate the benefits.

For two weeks, we updated the McDonald's app icon twice a day, showcasing 28 promotions for different products. The icon was updated on both Android and iOS devices, providing coverage nationwide.

49.5 % increase in active users of the app (compared to average active users in January 2024)

79 % increase in App Sales Vs same period of the previous month (Jan 2024)

98% sales increase of the products included on the promotion Vs same period previous month.