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About McDonald’s

As the world's leading fast-food chain, McDonald's is renowned for its iconic menu and commitment to quality, convenience, and customer service. With a presence in over 110 countries, McDonald's continues to set the standard in the global quick-service restaurant industry.

What McDonald’s PH wanted

To promote the new recipe: Highlight the improved and flavourful new Chicken McDo recipes compared to the previous versions, specifically targeting food lovers in Philippines.

To drive engagement on the App: Encourage immediate action by driving traffic to the McDelivery app and prompt users to order the new Chicken McDo.

branding solution offered by mCanvas

format

Animated interstitial; TAP functionality

targeting

demographic: 18-54 year-old males & females contextual: keywords related to user searches for online food order/ delivery, burgers, deals & offers, competitors nearby appographic: apps including Jollibee, KFC, Chowking, Burger King, Boba Recipe, Bilibili, Starbucks, Subway, Trima, Escape Pappa Chef Pizzeria, My Mini Kitchen, Idrink Boba, Idrink Bubble Tea, Idle Burger Empire Tycoon, etc.

how the campaign was executed

Seamless direction for existing users: Direct users with the McDelivery app on their smartphones via a deep link, for a smooth transition to place orders online
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Boost app downloads for new users: Redirect users without the McDelivery app to download it from Play Store, facilitating easy access and increasing the user base on the app.
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Increase purchase consideration for the product: Encourage users to place orders for the new Chicken McDo with engaging content, targeted ads, and an enticing "Order Now" CTA.

execution

The ad begins as a vibrant, single-screen interstitial in the brand’s colours. Using smooth animation, it showcases a comparison of the old and new Chicken McDo recipes, sliding seamlessly into view.
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The copy, “much sulit” resonates with the target audience in the Filipino language, highlighting the enhanced value and deliciousness of the new recipe. This phrase, meaning “very worth it,” captures user attention and piques curiosity instantly.
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Then, users can tap the "Order Now" CTA, which directs them to the McDelivery app, where they can enter their details and place an order for the exciting new Chicken McDo, making the experience both enticing and convenient.Alternatively, If users do not have the app installed on their smartphones, then they are directed to the Play Store to download the McDelivery app, before they can place an order.

see the results for yourself

4.29 MN

users reached

Heading

CTR (~12X above industry standards)

10 secs

avg time spent

24.5X above industry standards

MOAT by Oracle

43.63%

on Screen %

impressions where at least 1 pixel of the ad was in-view with focus

54.60%

In-View %

unfiltered impressions where at least 50% of an ad was In-View for at least one continuous second

60.04%

Fully On-Screen %

impressions where the ad surface was 100% on-screen for any period of time

94.40%

IVT %

unfiltered impressions that were determined to be delivered to an invalid endpoint

campaign performance data

top 5 devices as per engagement

testimonial

In a world where smartphone screens illuminate our lives, we wanted to seize the mobile canvas to promote our Bright Complete Serum range. With mCanvas, we created an immersive experience, woven around the 'sun-like slice of lemon' - an integral part of our key visual, while highlighting the primary ingredient: Vitamin C. The draw in the air action, detected with gyroscope & accelerometer sensors, amplified high recall for our serum and kept users engaged for 10 seconds on average. The interactive ad effectively drove our message of breathing new life into one's skin to get radiant, healthy, and glowing complexion with Garnier serums.

Dian Joanita, Senior Brand Digital Manager, Garnier, L'Oréal

Garnier's mission was simple: create an engaging mobile ad that promotes the new Bright Complete Serum range, empowering users to embrace their luminosity. The creative revolved around the serum and how to solve the problems of dull and damaged skin, by replacing it with healthy radiance by Garnier. Partnering with mCanvas, known for blending creativity & technology, we created an immersive experience that intrigued users to draw a circle in the air by leveraging motion sensors. The interactive mobile ad garnered 24.5 times higher CTR than industry benchmarks, nailing the client brief and providing a more than enriching experience for our users.

Fritz Ferdinand, Executive Connection Planning, Wavemaker ID

Crispier, Juicier, Better: 4.29MN Foodies in Philippines Bite Into the New Chicken McDo With 12X Higher Click Rates – Served HOT!