McDrive: Yes, we're open!

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: McDrive Brand owner: McDonald's Lead agency: OMD Germany Contributing agencies: LEO'S THJNK TANK, The Trade Desk Market: Germany Sector: Restaurants & takeaways Media channels: Video on demand Budget: 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 a