Catchfire – DDB Singapore turns McDelivery into iconic favourites, locally and globally

The Challenge

McDonald’s Delivery is a familiar favourite amongst Singaporeans, but perhaps all too familiar a favourite. For McDelivery Day, let’s see how we can light up the idea for a world of customers – to win hearts, minds and even global attention.

The Insight

We all know those late, late nights, especially when everyone is asleep and you’re hankering for some comfort food. Who are you going to call? For many hardworking night-owl Singaporeans, they see an iconic world of McDelivery.

The Idea

The iconic favourites of McDelivery light up the night.
In celebration of McDelivery Day, DDB Singapore, together with Paris-based creative artist Anne-Laure Maison, took inspiration from the ubiquitous symbol of a late night—the lit window—and turned it into its own array of iconic offerings.

“We’ve all been up late for a myriad of reasons. And no matter how late you’re up, McDelivery Singapore wants you to know that it’ll be right there with you.” – said Chris Chiu, DDB’s Group Chief Creative Officer.

The McDelivery Day celebrations are from 8 to 11 April, and will feature special offers on its Happy Sharing Boxes. The campaign is running across OOH island-wide, and will also feature print insertions, social posts, as well as an online film.

The Results

The campaign proves to be a big hit amongst Singaporeans.

And it soon made www.adsoftheworld.com… and adage.com….

Or as Bill Bernbach once said, “The magic is in the product.” We just lit it up.