In the months of the corona epidemic, a time when restaurants have been closed, McDonald's Germany was looking for alternative ways to make customers experience the brand.

After having scanned a QR-Code from a poster / sticker on the paper bag, this audio piece called “McDrive Drive Home Meditation” strengthens the driver’s ability to resist the seductive food before arriving home in a fun way. The whole ride home becomes an entertaining brand experience and an exploration of the seductiveness of the brand’s food.

The strategy was to produce situational content that’s tailored for customers who just received their take away at the McDrive window.

As an addition to a classic TV/outdoor/digital McDrive Campaign, “The Meditation” was implemented and promoted at most McDrive locations in Germany from March to May 2021.

“The Meditation” has been downloaded more than 70,000 times and became a discussed topic in German social media and the news.