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SUB CATEGORY :
MOBILE & DEVICES
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COMPANY ENTERING :
VML INDONESIA, JAKARTA
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TITLE :
MCDONALD'S WI-FRIES
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BRAND :
MCDONALD'S INDONESIA
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ADVERTISER :
MCDONALD'S
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AGENCY :
VML INDONESIA, JAKARTA
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CHIEF EXECUTIVE OFFICER :
SAMIR GUPTE
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EXECUTIVE CREATIVE DIRECTOR :
MARK VERHAGEN
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CREATIVE DIRECTOR :
HAMDI MATUSSIN
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ART DIRECTOR :
FANUELLA PARERA/CHERLITA CHRISTANTI LIM
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COPYWRITER :
HEPPY SYAPUTRI DEWANDANI
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TECHNICAL DIRECTOR :
SANDI ANDRIAN/DEDY IRAWAN
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INTERACTIVE DESIGNER :
GILANG MAULANA IWANUSA/FATHUR ADLI FAUZI
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DESIGNER :
MUHAMMAD ALVIAN HASBY/ALOYCIUS YOHANES
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DEVELOPER :
YOHANES/HILMY LABIB/NUR GANI
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ACCOUNT DIRECTOR :
RIZKA LENGGOGINI
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ACCOUNT MANAGER :
NOVIA ARSHINTA/EGGY JANUAR
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BUSINESS STRATEGY DIRECTOR :
ABDUR RAHMAN
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RESEACH & DATA ANALYST :
MUHAMMAD RAYHAN BAWAZIER/RYOU SEKINE
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SOCIAL MEDIA MANAGER :
FINKA AMELLITA/YEREMIA GEOFFREY
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CAMPAIGN SUMMARY :
Indonesian youngsters can’t live without the internet. They rely on it for working, gaming, creating content, and staying connected. The bad news is internet speed in Indonesia is notoriously slow, leaving them incredibly frustrated. While this was a problem for most, this was an opportunity for McDonald’s to take a bad situation and use it to their advantage. And that’s what inspired the invention of Wi-Fries! A unique speed test built into the McDonald’s app, that rewards people who have bad Wi-Fi with French Fries. Thanks to Wi-Fries, Indonesian youngsters embraced their slow Wi-Fi at home, and were reminded that McDonald’s is the go-to hotspot for the best fast food AND the fastest Wi-Fi.
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CREATIVITY/IDEA/INSIGHT :
Internet is notoriously slow in Indonesia, which is bad news for Indonesia's younger generation who are always online and glued to their screens at home. The good news is, McDonald's serves the best fast food AND the fastest Wi-Fi at their restaurants. All these youngsters needed was a reminder, in the most unexpected way possible!
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STRATEGY :
Indonesia's Gen-Z (specifically those between the ages of 15 and 24 years old) are at a crucial point in their adult lives, with many finding themselves transitioning from studying to earning a living – not to mention the downtime spent in between to relax and unwind. At the heart of it all is the glorious internet, which they heavily rely on for working, gaming, socializing, making content, and staying connected as a whole.
The bad news for them? Internet is notoriously bad in Indonesia. But this was good news for McDonald's. This was an opportunity to take an existing problem and use it to our advantage. To attract more youngsters to hang out at McDonald's restaurants, all we had to do was remind them that McDonald's is undeniably the hotspot for the best fast food AND the best Wi-Fi.
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EXECUTION/EXECUTION & CRAFT :
That's when McDonald's introduced Wi-Fries, a one-of-a-kind speed test built into the McDonald's app that rewards people experiencing slow Wi-Fi with French Fries. The slower the Wi-Fi, the bigger the reward. The campaign for Wi-Fries kicked off on 1st February 2023, spreading the word through Mcdonald's official website, social media channels, as well as their dedicated app which has more over 6 million active users.
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RESULT :
In just one month, the McDonald's Wi-Fries campaign reached an astonishing 6.8 million app users, garnering a 60% increase in overall app traffic with 45% of vouchers claimed, and successfully reminding Indonesia's youngsters where the hotspot for fast food and fast Wi-Fi truly is.
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URL :
