Founded in 1954 from humble beginnings as a small restaurant, the McDonald’s Corporation has become one of the world's leading food service brands with more than 36,000 restaurants in more than 100 countries.
StudioM is part of the Publicis agency umbrella, developed specifically to serve the needs of McDonald’s in the Middle Eastern countries of Bahrain, Saudi Arabia, Kuwait, the United Arab Emirates, Qatar and Oman.
Precision, the in-house programmatic unit at Publicis, serves as the data-driven center of excellence for Publicis media agencies, operating its own trading desk and conducting programmatic media buys directly on behalf of its clients.
“For our 2021 app loyalty rewards campaign for McDonald’s, InMobi was the ideal partner. The reach and scale of mobile-first consumers in the target markets can’t be beat, and their approach to creatives and ad engagement was unparalleled. The results of the campaign truly speak for themselves. Thanks to InMobi’s mobile programmatic acumen, we were able to help McDonald’s boost awareness around its loyalty program.”
At the beginning of 2021, with the COVID-19 pandemic still impacting consumer behavior, McDonald’s was looking to improve awareness of its loyalty program through key cities in the Middle East. To help McDonald’s achieve its goals, StudioM and Precision worked with InMobi through a private marketplace deal in January 2021. The campaign targeted consumers that would be most likely to order from McDonald’s who lived in or near major GCC cities like Jeddah.
The campaign utilized a unique interstitial rich media ad unit to capture interest and generate greater awareness, while also educating the customer about the rewards redemption process. InMobi built a custom mobile ad unit on top of the existing McDonald’s video ad, creating a mini game where people could play to collect points to later redeem within the McDonald’s app. To ensure maximum reach and engagements, ads ran in English and Arabic.
