Discover a World of Rewards, Discover MyM!
When McDonald's Singapore launched the McDonald's app, they had over 1.5 million downloads– but there was a problem. Users didn't register as members.
Moreover, the usage of the app at the time was very transactional. Users would open the app, order food, receive their food, promptly close the app – and never open it again until their next order.
Moreover, the usage of the app at the time was very transactional. Users would open the app, order food, receive their food, promptly close the app – and never open it again until their next order.
So the clients wanted to launch MyM rewards – a loyalty programme to get more users to register as members, allowing them to enjoy exclusive offers, member deals, and loyalty points with each order. Their hope was that this would also get members to feel an emotional connection to the brand.
So we created an exploratory narrative that was guided by a little spaceman the clients and the agency lovingly refer to as "Lil' M" – thanks to my (unfortunate) love for weird rapper names. It invites our audience to discover a world of rewards.
Post copy: Explore a world of rewards with MyM on the McDonald’s app! Earn 300 bonus points on your first order and redeem your favourites such as Big Mac, Sundae, Fries and more! #mcdsg
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We introduced Lil'M to the public with this key visual.
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And brought him to life on social spaces
And we used him to educate our fans on what they could get out of their membership.
We also used Lil'M as our mascot to guide our audience through the entire process of getting on board as a MyM Member.
Post Copy:
Getting McDonald’s? HOLD UP. Here’s a handy dandy lil guide on how you can join as a member and get 300 bonus points on your first order. That’s a Hot Fudge Sundae!🍫🍦
Getting McDonald’s? HOLD UP. Here’s a handy dandy lil guide on how you can join as a member and get 300 bonus points on your first order. That’s a Hot Fudge Sundae!🍫🍦
Post Copy:
Psst! Did you know these hacks? Here are some tips that’ll get you navigating through the McDonald’s app like a pro!
Psst! Did you know these hacks? Here are some tips that’ll get you navigating through the McDonald’s app like a pro!
And showed them how easily they can get rewarded just by ordering their McDonald's favourites.
And we used fan truths such a eating fries with chopsticks for a cleaner experience to give Lil'M a lil more personality – all while driving redemptions on the McDonald's app.
Post Copy: Clean fingers, happy tummies. Redeem large fries with 500 points on the McDonald’s app now!
Post Copy: Never knew what the middle bun was called? Join the club. Redeem a Big Mac with 700 points on the McDonald’s app now!
Post Copy:
Brb getting my hashbrown now. 🏃🏼♂️
Redeem a hashbrown during breakfast hours. It’s only 150 points on the McDonald’s app!
Thankfully, Lil'm proved to be our lucky charm. With member registrations exploding to 5x the original base of users, a 64% increase in digital guest count, and a 15% increase in visits to McDonald's stores, the campaign was definitely a resounding success.
Oh, and we have the metal to prove that, too:
1) Media Excellence Awards 2023 | Excellence in Loyalty Marketing | Silver
2) Media Excellence Awards 2023 | Excellence in Mobile Marketing | Silver
3) MARKies Awards 2023 | Most Effective Use – Customer Acquisition | Silver
2) Media Excellence Awards 2023 | Excellence in Mobile Marketing | Silver
3) MARKies Awards 2023 | Most Effective Use – Customer Acquisition | Silver
Client: Hanbaobao
Brand: McDonald's Singapore
Campaign: Discover a World of Rewards, Discover MyM
Year: 2023
Creative Director: Eugene Tan
Head of Strategy: Yang Jian
Senior Art Director: Anson Cheng
Copywriter: Debby Wan
Account Management: Jamayne Lam, Andrea Oh
Community Management: Claudia Leo
Brand: McDonald's Singapore
Campaign: Discover a World of Rewards, Discover MyM
Year: 2023
Creative Director: Eugene Tan
Head of Strategy: Yang Jian
Senior Art Director: Anson Cheng
Copywriter: Debby Wan
Account Management: Jamayne Lam, Andrea Oh
Community Management: Claudia Leo
