The drive-thru window has become one of the most iconic symbols for fast food chains like McDonald’s.
First introduced in 1975, Mcdonald’s’ drive-thru window now accounts for a significant chunk of its restaurants’ revenue, with some estimating that these windows generate as much as 70% of total revenue.
Simply said, the fast food chain’s drive-thru window has become intertwined with its identity, as each time drivers see the chain’s golden arches, they always know there’s a drive-thru waiting for them.
While driving towards a drive-thru seems simple enough, have you ever asked how to drive in it, especially if the driver is a rookie?
The very same question was asked in 2022… and that’s why Mcdonald’s, together with its creative collaborator Studio M and driving school partner Emirates Driving Institute, launched a campaign for the world’s first Drive-Thru Program!
Photo from Unsplash
Here’s how the campaign played out:
Drive-thrus are more popular than ever and have been designed to be easy to enter and exit. However, not every driver will have an easy time navigating around them, especially if they are new to driving.
That’s why McDonald’s UAE, Studio M, and Emirates Driving Institute created a temporary yet realistic stand-in of a drive-thru in one of Emirates Driving Institute’s practice circuits. Details such as the ordering microphone to lane turns, stop signs, and the order pickup window were faithfully recreated to simulate the real thing.
Photo from Ads of the World
After the construction of this elaborate set—which lasted a few weeks to design and build—was completed, drivers who wanted to participate in the drive-thru program were welcomed by instructors who were eager to teach them.
As part of the program, instructors guided students at every step of the way, including how to navigate inside the drive-thrus, when and how to make a stop, how to make the turns, and how to be accurate with their speed and stops.
Once participating drivers passed the test, they were given a McDonald’s-themed drive-thru license—a fun way of rewarding them for their participation and hard work.
This leads us to the most important question: Was all this effort worth it?
YES!
Over 300 people participated in the drive-thru school during its first week. Likewise, social media posts about the campaign reached 32% of the UAE’s population, subsequently leading to a 28% increase in drive-thru sales.
An increase of 13% in brand love and a 100% confidence in drive-thru customers were also observed.
Aside from those results, the campaign drew positive attention from awards-giving bodies like The One Club and Cresta Awards!
Kudos to the campaign team!
Clearly, McDonald’s UAE’s campaign highlights the effectiveness of guerrilla marketing, especially when such campaigns are crafted to resonate deeply with their target audience.
By leveraging their knowledge of their core audience and putting an interesting twist on it to grab eyeballs and attention, McDonald’s UAE and Studio M crafted a memorable experience for their target market.
So, the next time you plan on catching eyeballs in a fun and memorable way, use today’s case study as an inspiration!
About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”
Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”
Guerrilla Marketing is unconventional.
Looking beyond the traditional ways of advertising, marketers and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.
Guerrilla Marketing usually aims to have direct contact with consumers.
This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.
It’s about making a big impression and making that impression last a long time (if not forever).
Guerrilla Marketing can be inexpensive.
The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.
Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.
This is every business’ or brand’s dream!
Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.
Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.
Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.
Hope you find this week’s guerrilla marketing insight interesting and helpful.
Stay tuned for next Friday’s “Gorillas of Guerrilla Marketing!”
Cheers,
Dyane Diasanta
Senior Content Writer
Valens Dynamic Marketing Capabilities
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