2016 - 2017戛纳狮 – 媒体类 - C02组 – 银奖 在新加坡，McDelivery是这类产品的市场领导者，目前的增长率为10%。在处于领导地位的同时，保持商业势头尤其具有挑战性。像肯德基这样的老牌竞争对手，都不会让我们的生活变得轻松。当他们在为这个类别服务的时候，他们也展示了消费者越来越渴望的灵活性和效率。我们的挑战是展示在这样一个竞争环境中保持增长所需要的敏捷性，并遵循以下目标——推动更有效的交货订单并增加对餐厅的需求，以满足额外的需求。 RESTAURANT CAPACITY BASED ADVERTISING FOR MCDELIVERY MCDONALD'S | OMD SINGAPORE | 2017Media - C02 Use of Real-Time Data Outcome The campaign was a huge success, delivering incremental growth from an existing leadership position.1.More cost efficient delivery orders.58% increase in average monthly ROAS (Return on Ad Spend) in Sep/Oct 2016 vs. target of 10%2.Increased demand for delivery to restaurants that could accommodate additional demand.9% increase in monthly delivery revenue in Sep/Oct 2016 from SEM vs. target of 2%The Singapore success story is now serving as a template for real-time data-driven marketing globally within McDonald’s.“This was a truly innovative first in McDonald’s which has already yielded directionally strong business and media results. We’re extremely excited by the potential scalability to this work to drive incremental business growth in more markets around the world.” -- Silas Lewis-Meilus, Global Head of Media, McDonald’s “The pilot has been successful and we are planning to roll this out in more markets.” – Silvia Lagnado, Global CMO, McDonald’s   Campaign Description Consumer Insight: Hungry consumers left waiting are unforgiving.The food delivery options now available at the touch of a button means consumer loyalty is a thing of the past – let them down and we risk never getting their business again.Business Insight: Through analysis of real-time order volume data we found that supply & demand were highly localized and varied significantly at any one time among restaurants. A busy restaurant could have an average wait time of 90 minutes, struggling to fulfill orders and