McDrive: Yes, we're open!

Sven Kruber, Ann-Kathrin Kleinhenz, Lukas Brocks

QSR brand McDonald's took a data-driven approach to raise awareness in Germany that its drive-thru option was open for business despite the pandemic.

Campaign details

Brand: McDriveBrand owner: McDonald'sLead agency: OMD GermanyContributing agencies: LEO'S THJNK TANK, The Trade DeskMarket: GermanySector: Restaurants & takeawaysMedia channels: Video on demandBudget: 500k - 1 million

Executive summary

While QSR brand McDonald's restaurants were closed in Germany, its McDrive drive-thrus were open. However, no one knew about this during the COVID chaos. The goal: create awareness that McDrives were open and reassure people they could be confident about their safety.

The campaign is an excellent example of how a data-driven approach delivers a...

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