At this year’s MMA Smartie awards, the Blis MENA team joined McDonald’s and Studio M, Publicis in accepting a Bronze award for Best use of location based services or targeting.
The team took home the Award for their campaign that increased awareness of the Trust Food initiative and drove customers to McDonald’s restaurants across Jeddah. The campaign was designed to inform audiences about the food journey for McDonald’s products – using high quality ingredients that are prepared with care and by providing nutritional information to customers.
Armed with the knowledge from a recent global research study into How the world eats, Blis knew that customer retention and brand exclusivity for QSRs are challenges McDonald’s face around the world. Blis worked with McDonald’s and Studio M, Publicis on a two-pronged approach to identify target audiences and used mobile interactive content that served the educational goals of the campaign.
The campaign delivered a brilliant foot traffic uplift, with a foot through rate of 49.53% for consumers visiting a McDonald’s restaurant after being exposed to the ad against a control group. Using location data also highlighted key insights for McDonald’s, enabling them to plan future growth and retention strategies and develop more engaging and relevant content for their audience.
Speaking on the announcement Puja Pannum, MD, MENA said, “We’re excited to have won this award. This campaign shows just how impactful accurate location data can be to deliver real results for brands in MENA. It’s also an incredible tool that can provide key insights to help businesses succeed and grow across the region and we look forward to delivering more award-winning campaigns in 2020 and beyond.”