Campaign details
Brand: McDonald's AppBrand owner: McDonald'sLead agency: OMD GermanyContributing agency: Wagawin GmbHMarket: GermanySector: Restaurants & takeawaysMedia channels: Mobile & apps, Programmatic display, Sales promotionBudget: Up to 500k
Executive summary
During the coronavirus lockdown, McDonald's stores were closed. As a result, the McDonald's app also lost relevance: app downloads, as well as app usage, dropped to an annual low. The goal was to bring the app back to our customers' smartphones.
Reigniting our customers' love, the campaign catapulted the McDonald's app into a new sphere....