Globally loved for its iconic offerings, McDonald’s has become a staple across cultures. In the Philippines, the brand has grown into a household favorite, blending global standards with local tastes and consistently delivering value to generations of consumers through nationwide expansion and regional innovation.
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McDonald’s Philippines Drives Love for Chicken McDo With SB19 and InMobi Advertising
Solution
Understanding consumers, Identifying target audience, Engaging with customers188K+
Restaurant Visitors
2x
Higher Click-through Rate (CTR) for the Best-performing Creative*
70%
Ad Recall Rate
*Compared to the industry benchmark
At McDonald’s, we’ve always focused on creating enjoyable moments for our customers. By teaming up with SB19, and with the support of InMobi Advertising and OMD Philippines, we were able to turn fan excitement into real connections with our brand. This helped boost recall, drive more visits, and make enjoyment of our meals even more memorable.”
About McDonald’s
The Objective
Amid rising choices in the quick-service restaurant (QSR) category, McDonald’s set out to do more than just promote a value meal – it wanted to spark renewed interest and connection with everyday consumers. McDonald’s had recently signed on SB19, a beloved Filipino pop group, as brand ambassadors. The brand wanted to turn that buzz into action from Filipino fans, including A'TIN, the official fan base of SB19. McDonald’s aimed to drive awareness and deeper brand association for the bigger and better Chicken McDo. The brand then also wanted to translate that digital attention into offline restaurant footfall, especially in high-footfall urban neighborhoods with many other QSRs in the area.
The Solution
McDonald’s Philippines launched a nationwide #AtinToChickenMcDo campaign across channels to grab the attention of Filipinos. The brand knew that mobile would be one of the most important channels to help them achieve their objectives. McDonald’s partnered with InMobi Advertising and OMD Philippines to creatively promote its #AtinToChickenMcDo culturally resonant mobile campaign and turned fan engagement into restaurant visits. Let’s see how the campaign was brought to life.
#1: Creative Messaging
The magic of this campaign lies in the creative intelligence used in the messaging and ad formats. Adopting the key messaging from the #AtinToChickenMcDo campaign, the mobile ad experience also ensured the campaign message was culturally resonant — A’TIN ‘TO — a nod to SB19’s fanbase and a cleverly called out pun on “This is ours.” The creative leaned into value storytelling by prominently featuring the Chicken McDo meal price, designed to appeal to value-conscious, younger QSR diners.
#2: Format Innovation
To make the message even more compelling, three engaging mobile formats were used:
- A video-led format featuring SB19, leading to a restaurant locator screen.
- An interactive rich media unit combining promotional messaging with a map experience.
- A unique fake call simulator, where the audience received a "call" from SB19 singers, inviting them to explore the nearest McD location — a playful format that blended novelty with fandom affinity to drive deeper engagement.
#3: GeoSmart Targeting, Made Mobile
While the SB19 fan base is huge in the Philippines, the mobile campaign focused on relevance and higher ROAS from the first step. It began by identifying high-intent, value-conscious diners — people likely to engage with affordable QSR meals — and reaching them in neighborhoods dense with dining options. Using GeoSmart targeting, McDonald’s ensured its message appeared at the right moment, in the right context. This precise, location-led approach helped guide decision-making and positioned McDonald’s as the natural choice for everyday indulgence.
#4: Seamless Ad Experience and Real-World Engagement
The campaign delivered immersive mobile-first experiences across leading in-app environments and SDK-powered exchanges. Format delivery was intelligently mapped, catering to engagement-heavy app categories with high daily usage. The engaging ad experience ended with two action-provoking call-to-actions. The “GET DIRECTIONS” option allowed the viewer to immediately turn their interest into a restaurant visit.
The “FIND MORE DEALS” call-to-action offered users additional options beyond the core Chicken McDo offer – such as navigating to the McD app and exploring the other cost-friendly promotions. This multi-endpoint strategy enhanced overall utility and ensured consumers could move from awareness to action in more than one way, contributing to both high recall and footfall.
The Results
The campaign seamlessly blended cultural resonance with data-driven delivery – capturing audience attention, boosting engagement, and turning mobile inspiration into measurable visits and brand consideration at scale, building a pipeline for future success.
188K+
Restaurant Visitors
2x
Higher Click-through Rate (CTR) for the Best-performing Creative*
70%
Ad Recall Rate
1 in 3
Ad Viewers Indicated Purchase Consideration
*Compared to the industry benchmark