Our campaign seamlessly weaved together a diverse mix of channels, both above and below the line, to ensure maximum reach and impact. We launched a multifaceted campaign that spanned social media, influencer partnerships, MUPIs, digital out-of-home (DOOH) screens, cinemas, and leveraged McDonald's app for targeted communications. Additionally, the campaign was prominently featured across in-store touchpoints, complemented by strategic digital ad buying. A meticulously planned teaser phase set the stage, leading into a campaign that maintained cohesive messaging across all platforms throughout its duration. This approach ensured a unified brand experience, engaging consumers at multiple touchpoints and driving the campaign's success.

Our work holds particular significance due to its deep cultural resonance with the Qatari audience. International franchises often overlook the nuances of local cultures, especially in advertising. Our campaign, however, was meticulously crafted to speak to the Qatari populace in their dialect, incorporating cultural and linguistic subtleties that are seldom addressed in broad-scale campaigns. This level of customization and cultural sensitivity marked a departure from generic advertising strategies, fostering a deeper connection with the audience by reflecting their unique identity and experiences.

Situation:

Despite McDonald's Qatar allowing customers to add extra patties to any sandwich, this feature was underused, unknown to many, and missing an opportunity to enhance sales and the average check.

Brief:

A comprehensive 360 campaign, led by films, aimed to elevate awareness of the extra patties option. It needed to resonate with local and Arab cultures and appeal to younger demographics.

Objectives:

Awareness: Illuminate the choice of adding extra patties, clarifying it's different from buying two burgers or special deals.

Sales: Boost sales of extra-patty burgers, navigating the challenge of a 30% price increase compared to standard options.

Cultural Connection: Ensure the campaign's relevance to local and Arab traditions, speaking directly to these communities.

Youth Engagement: Make the premium burger choice appealing to younger customers, positioning it as a trendy option.

Our creative concept embraced the theme of pairs, inspired by the repeating visuals of street posters. We applied a deliberate duplication in our art direction, mirroring elements to create a dual visual effect within a single frame, with the exception of our double burger's image to highlight its uniqueness. The campaign slogan, "Two good to be true," played on the allure of this, enhanced by a white tape graphical device reminiscent of promotional bundles, serving as a cohesive element and reinforcing our message. We produced three short films, each tapping into cultural and linguistic insights about the concept of doubles, presented in a fun and engaging manner. This approach ensured our message resonated deeply, making the double burger not just a product, but a memorable part of our audience's cultural and linguistic landscape.

Our campaign emerged at a transformative time in Qatar's advertising sector, marked by the recent launch of digital out-of-home (DOOH) screens. Amidst widespread skepticism regarding their effectiveness and a prevailing industry norm favoring animated content, our initiative boldly diverged by utilizing these platforms for TV commercials and film rollouts. This pioneering approach not only demonstrated the screens' potential for impactful storytelling but also set a precedent in a market unaccustomed to such digital ingenuity.

We also integrated the message across platforms through each phase of the campaign roll out from social media to out-of-home.

Our execution entailed a holistic 360 advertising campaign, anchored by compelling films and disseminated through a diverse media mix, spanning one month. The placement strategy leveraged Doha's cutting-edge digital out-of-home (DOOH) formats alongside traditional MUPIs, ensuring high visibility across key urban locations. This strategic use of both modern and conventional advertising mediums allowed us to capture a wide audience spectrum, from tech-savvy individuals attracted to digital displays to those more influenced by traditional advertising formats. The campaign's reach was meticulously scaled to cover the entire local market of Qatar, ensuring comprehensive coverage and engagement across various demographics and touchpoints. This multifaceted approach maximized the campaign's impact, making it a pervasive presence in the daily lives of the target audience throughout Qatar.

The campaign significantly amplified McDonald's Qatar's visibility and sales, with product sales soaring to double their previous numbers. Online, the campaign achieved a remarkable 7.9 million impressions, with a substantial 5.3 million impressions coming from the younger demographic, under the age of 35. This targeted approach led to a 300% surge in brand engagement across social media platforms, indicating a strong resonance with the audience. Furthermore, the campaign drove substantial direct action, with over 34,500 product redemptions made through the McDonald's App, showcasing the effective call-to-action and the audience's enthusiastic response to the campaign's offerings.