Rugi Tau!

1. Film & Branded Content Kancils [1.12 Best use of Cultural Insights in Film & Branded Content]

Links:

Product/Service:

McDonald's App

Client:

McDonald's Malaysia

Brief:

The food app landscape is extremely cluttered, with 3PO apps like Grab and FoodPanda eating into our slice of pie. Monthly active users for the McDonald's App have dwindled down to less than 10% of the existing user base, and it continued to decline month-on-month. Our mission was to raise awareness and drive consumer intent, making the McD App the preferred choice for customers when they order from McDonald's. Malaysians are undeniably 'Kiasu'*; we have a strong love for shortcuts, hacks, and deals that is deeply ingrained in our culture. Whether it's finding quicker routes, simplifying tasks with ingenious hacks, or uncovering enticing deals to stretch our Ringgit, it's about not losing out on the quickest, cheapest, best, etc. We wanted to tap into Malaysians' 'œKiasu' mentality; instead of directly communicating how amazing the benefits of the McD App is, we took the route of telling consumers that they are losing out if they don't use the app.

Solution:

Thus, *'Rugi Tau?!' was born. We used a casual, humorous, and colloquial tonality to grab attention and ensure maximum relatability. Instead of dryly diving into app features to prompt action, we embrace engagement. The communications focused on dramatising all the missed opportunities consumers face if they don't use the app. Influencer-Powered Strategy Carefully selecting three influential KOLs (Fazziq Muqris, Qasrina Karim, and Yap), we leveraged their popularity to deliver humour and amplify our message. Short and Snappy Content We created a 7-episode social drama series which portrays lifetime rivalry between Amir and Adam over their common crush, Misha, and how the McD App helped Amir to win Misha's heart. Full-Funnels Marketing Beyond the series, our comprehensive marketing plan incentivised app installations with a free Sundae Cone, irresistible deals and year-round offers rounded out this effective activation campaign.

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