SUB CATEGORY :

EDUCATION

ENTRANT COMPANY :

LEO MANILA, MANILA

TITLE :

NIGHT CLASSROOM

BRAND :

MCDONALD'S

ADVERTISER :

MCDONALD'S

AGENCY :

LEO MANILA, MANILA

CHAIRMAN :

RAYMOND ARRASTIA

GENERAL MANAGER :

JUDY MEDINA

CHIEF CREATIVE OFFICER :

RAOUL PANES

GROUP CREATIVE DIRECTOR :

MELA ADVINCULA

CREATIVE DIRECTOR :

PAULO CORREA

ART DIRECTOR :

JUSTINE BASA/GABRIELLE SANTOS/CHARY CHU/
PAOLO GALLARDO/BRENT GUZMAN/STEPHANIE TAN/
JOEY ELLSON

COPYWRITER :

RAOUL PANES/MELA ADVINCULA/PAULO CORREA/
KINA JAUREGUI/LEN GALFO/HANNAH MAGNO

GROUP ACCOUNT DIRECTOR :

RICA MEDINA/EARL DORADO

ACCOUNT EXECUTIVE :

LJ DONAIRE

CHIEF MARKETING OFFICER :

OLIVER RABATAN

CLIENT MANAGER :

MICHAEL DUNGCA/KARLAINE MANARANG/DUSTIN ANGELES

LOCAL STORE MARKETING DIRECTOR :

FIDEL BALBIERAN

SOCIAL MEDIA MANAGER :

JARMAINE SOTTO/EARL JOHN DIAZ

FILM PRODUCTION COMPANY :

PRODIGIOUS PHILIPPINES, MANILA

COUNTRY HEAD :

SUE ANN NOLIDO

FILM PRODUCER :

ETHEL JAVAR

CAMPAIGN SUMMARY :

In the Philippines, majority of middle to lower-income family homes are not conducive to learning because of cramped space, weak internet connection, and distracting, noisy environments. A recent national household survey by UNESCO reveals 79.7% have no computers and 84.3% do not have internet. With campuses and libraries shut down for the night, many students end up bearing the challenges of studying at home.

Meanwhile, McDonald’s spacious, well-lit, and air-conditioned restaurants become quiet into the wee hours of night. So we used our national footprint to help: by converting over 100 stores near over 250 colleges and universities all over the Philippines into McDonald’s Night Classrooms every night.

These 24/7 stores served as learning hubs for students who needed accessible space to study after school hours. Fitted with features like free WiFi, gadget charging stations, study dividers, free laptop use, and even free snacks, the spaces helped feed the country’s bright young minds during their all-nighters.

Night Classroom was open for over 140,000 hours, with over 73,000 sign-ups and an average of 700 students using each classroom during the campaign period. The idea generated 100% positive sentiment and P1.9M worth of earned media value and boosted the “Brand I Trust” imagery score* by 9.3 ppts among teens and young adults.

McDonald’s has always been a supporter of education in the Philippines. Throughout the years, it has implemented programs that refurbish classrooms and school equipment. A long-standing partnership with the Department of Education also promotes literacy through its Ronald McDonald Read to Learn program. Night Classroom is further proof of the brand’s commitment to offer solutions for students seeking safe and study-conducive spaces in the communities that McDonald’s serves.

CREATIVITY/IDEA/INSIGHT :

At night, when schools and study areas inside the campus close down for the day, many students endure the challenges of studying at home. In the Philippines, unfortunately, most middle to lower-income family homes are not conducive to learning because of cramped physical space, weak internet connection, and distracting, noisy environments. Some students resort to going to expensive cafés and internet shops, to review and finish up school requirements.

Meanwhile, McDonald’s 24/7 stores has spacious, well-lit, and air-conditioned rooms that become quiet into the wee hours of night – located near schools and universities, and easily accessible to students after school hours. With tech enhancements, extra crew assist, and study-friendly add-ons, we converted our space into study hubs - McDonald’s Night Classroom.

STRATEGY :

Gen Zs aim for educational accomplishments hence studying is part of their routine and habit. Especially at night. But because of cramped or non-existent study spaces at home and the noise that come with those, most students yearn to study outside their homes. They seek more conducive learning spaces that will help them focus, whether studying alone or with their classmates. Safe, clean, quiet spots with good table space, plugs and sockets for their gadgets, stable WiFi, good lighting and ventilation, and access to snacks and drinks for sustenance.

A lot of McDonald's stores already have these in place. And they are adjacent to schools and universities – easy for students to spot and access. Our party rooms, specifically, are partitioned from the rest of the busier dining area making it a lot quieter than the rest of the store. And they’re unused in the evening until early morning.

Students are some of the most important members of the communities that McDonald's serves. We had the space, the facilities, and equipment – why not provide them with this dedicated hub that’s more conducive for learning?

This spurred the conception of McDonald’s Night Classroom.

EXECUTION :

McDonald’s identified 107 stores across the Philippines that were open 24-hours and situated near 250+ colleges and universities to become part of the program.
In these stores, party rooms – which are empty and idle at night -- were converted into study spaces, free for students to use from 7pm to 6am next day. Students just have to register via a QR code to book a slot.

Inside, tables are set up for individual study with collapsible study dividers, or put together for bigger study groups. Each room is fitted with fast and stable internet connection, laptops for complimentary use, and ample charging hubs for gadgets. Student-exclusive meal deals were also made available on the McDonald’s App.

Outside, we made the store façade just as helpful to students. We installed neon signages that switch on when study hours commence, signaling to students that the Night Classroom is now open for them.

The Night Classroom experience was promoted online. Utilizing all social media platforms that students engage in, the program and its features were announced via creative narratives and testimonials. On-ground, the brand leveraged relationships with different student and academic organizations to maximize presence within the school community.

RESULT :

McDonald’s Night Classroom sparked high engagement online which led to a high level of interest and student visits, gaining over 73,000 sign-ups nationwide. McDonald’s Night Classrooms were open for 140,000+ hours, providing space for an average of 700 students per store, in over 100 communities near 250+ colleges and universities across the Philippines.

The idea not only generated 100% positive sentiment and P1.9M worth of earned media value, but also boosted the “Brand I Trust” imagery score* by 9.3 ppts among teens and young adults.

*taken from an independent Brand Health Monitoring Study (Fast Track Study by Kantar TNS)