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OMD Singapore was tasked with making McDelivery stand out amongst growing competition like Deliveroo and UberEats, whose growth has been rooted in mastery of the addressable age. Their apps are already on consumers’ phones, they serve the variety of food consumers love, and in the case of Uber, they are simply part of consumers’ everyday lives. We had to examine the potential consumer pain points in their relationship with McDelivery to tackle this challenge.
The campaign, which was a global first for any brand in any category, demonstrated the smart use of real-time data to create an agile, ad-delivery system. A real-time data feed (API) was setup in McDonald’s delivery management system, to access customer delivery, wait time by neighbourhood every 5 minutes. Using a custom-built code, restaurants were then categorised as high, medium or low capacity in real time as demand fluctuated. By linking real-time McDonald’s customer delivery wait times, processing it, then pushing it dynamically into Google AdWords for paid activation, a dynamic search engine marketing strategy that is based on live restaurant data, was created.

The campaign increased total revenue from online orders and provided an increase in monthly Return on Ad Spend. This Singapore success story is now being deployed as a template for real-time data-driven marketing at McDonald’s restaurants across the world.