THE CHALLENGE

In 2022, the McDonald's app in Malaysia faced its biggest challenge when its monthly active users dwindled down to an alarmingly low number, and it continued to decline month-on-month, no thanks to the saturated app market. Let's face it, new apps are released every day and there's only so much space on your phone, and unfortunately for us, third-party ordering apps like Grab and foodpanda have been eating into our slice of pie. The McD App needed to stand out and it was up to us to remind the consumers, in the most creative way, just how useful the McD App is.

THE INSIGHT

Malaysians have a strong “Kiasu” (scared of losing) attitude. Because efficiency and value is ingrained in our way of life, we have a strong love for shortcuts, hacks, and deals, deeply ingrained in their culture. Whether it's finding quicker routes, simplifying tasks with ingenious hacks, or uncovering enticing deals to stretch our Ringgit, it's about not losing out on the quickest, cheapest, best, etc.

THE IDEA

To resonate with the kiasu mindset, we created a 6-episode social drama series, "Rugi Tau?!", which revolves around the notion that "You're losing out by not using the McD App". With this approach, we aimed to trigger that "fear of missing out" feeling, aligning perfectly with the kiasu mindset. Instead of dryly diving into app features to prompt action, we embraced engagement and dramatised all the missed opportunities customers face if they don't use the app.

THE EXECUTION

“Rugi Tau?!” showcases the lifetime rivalry between Amir and Adam for Misha, their common crush, and how they try to win her over by using the McD App. Here, the McD App became the unexpected hero, helping Amir win Misha's heart through her love for all things McDonald's. The series kicked off with a 2-day teaser, thrusting viewers into the future where an old and dying Adam is lamenting his failure of not utilising the McD App when he was young. Opting for a staggered release, we then unveiled the subsequent episodes every three to four days, strategically fueling anticipation and generating buzz among our eager followers. Finally, to culminate the excitement, we hosted a Watch-All-Episodes Livestream Party on Meta and TikTok, providing fans with the opportunity to re-watch all the five episodes, and ending it with the highly-anticipated finale.

Three pivotal approaches formed our campaign strategy:

1. All-Influencer Cast: Believing in the power of influencers, we selected three trending influencers as our main cast, harnessing their extensive social media reach to amplify our message across digital platforms.
2. Short and Amusing Content: Each episode highlighted a benefit of the McD App in hilarious, dramatic moments that resonate with Gen-Z audiences, triggering dopamine release that influences their behaviour.
3. Full-Funnel Marketing: Additionally, our comprehensive marketing strategy included a free Sundae Cone offer for new app users to help incentivise app installations, and by leveraging irresistible deals and year-round offers, we ensured a holistic and effective activation campaign at every stage of the consumer journey.

THE RESULTS

The campaign performed beyond expectation and these numbers speak for themselves:

• Over 14 million (vs our target of 6 million) video views in just two months
• Over 1.3 million positive comments expressing consumers' love for the series and their intent to try the app
• Monthly active users and app installation experiencing double digit growth on a monthly basis