Situation:

In McDelivery’s first year breaking into a highly saturated food-delivery market dominated by UberEats and Deliveroo, the brand wanted to stand out by driving hyper-relavancy based on core consumer motivators and signals/triggers for mobile order and delivery via their app in France.

Brief

McDonald's customers feel less compelled to travel to McDonald's for a meal when it's raining. How could we position McDelivery as a savior when that storm hits?

Objectives?Drive awareness of the McDelivery app in key regions across France where it is available

Drive downloads of the McDelivery app

We leveraged real-time, local weather signals to reach French consumers in Instagram & Facebook feed and stories in the exact moment, and in the specific zip codes, rain hit.

A mix of mobile 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? The ads only shows up in Facebook and Instagram placements when and where it is actually raining outside – revealing the wet streetscape most relevant to their zip code.

We combined three data sources to deliver our message exactly when and where it was most relevant:

Weather – Ads appeared in feed/stories the moment rain began

Location – Hyper-targeted to zip code so the weather in feed was sure to match the weather outside windows

Time –  The ads appeared within a lunch or dinnertime window when people were most likely to be hungry and searching for inspiration in social

To promote the McDonald's delivery service, we decided to highlight a simple insight : when it rains there's nothing like staying at home and getting a delivery.

Like a spectator behind his window, we see rain redrawing Paris buildings.

Essentially we used water and glass. But above all, it's a question of point of view, that manages to express the very basis of the concept itself.

We use no photoshop filter or composition and the minimum post-production as possible. We wanted to bring out different textures to find a large range of possibilities to work and to adapt to different shooting situations.

The perspective and the framing were the essential tools for storytelling. The important thing is the balance of the image in its entirely, that is to say between the dynamic movement caused by the rain on the window and the composition of the city frame in the background.

1.05 million people reached

12.4K downloads