OBJECTIVE:
Celebrate McDonald’s role in safely re-establishing old routines, to return simple pleasures back to consumers experiencing tough times with Covid through Delivery, Drive Thru and Dine-in services.
Yet the situation on the ground is vastly different from one market to another. Markets like Oman and Saudi Arabia were facing strict closures, whilst other markets like UAE were already opening to tourists. Empathy was key to strike the right positive tone.
IDEA:
TOGETHER ALWAYS.
A campaign to win hearts and minds of concerned families. Reflecting the realities of Covid, we highlighted how McDonald’s remained open for business and served people in safe, reliable and convenient ways.
To reflect hybrid local and expat audiences, the campaign was delivered in English and Arabic. Additionally, a TikTok Duet activation was launched to engage people in some socially distanced fun and remind them that sharing can happen anytime anywhere.