Bronze
Digital
Creativity in Commerce
| Entrant: | Publicis Groupe, Colombia |
| Brand: | McDonald’s |
| Title: | "Icon Discounts" |
| Corporate Name of Client: | Industria de Hamburguesas, S.A. |
| Client Company: | McDonald's , Guatemala |
| Client: | Brenda Mérida |
| Agency: | Digitas, Colombia |
| Agency Chief Executive Officer: | Christine Saouda |
| Agency Creative Chairman: | Fernando Bellotti |
| Chief Creative Officer: | Camilo Carvajal |
| Executive Creative Director: | Jonathan Quimbay |
| Senior Creative Directors: | David Gutiérrez/Felipe Valencia |
| Creative Directors - Art: | Felipe Valencia/Oscar Peña |
| Creative Directors - Copy: | David Gutiérrez/Daniel Sarmiento |
| Senior Copywriter: | Daniel Sarmiento |
| Senior Art Director: | Oscar Peña |
| Agency Motion Designer: | Johan González |
| Agency Managing Director: | Tatiana Murillo |
| Agency Chief Strategy Officer: | Alejandro Mora |
| Agency Business Director: | Gabriel Fanciulli |
| Agency Senior Account Executive: | Cristina Quirama |
| Agency Planning Director: | Paola Romero |
Description:
How can we make people aware of everything they are missing without the need to open the app? The objective was to increase the number of active users and sales through the app in February 2024.
We are on the phones of many Nicaraguans, so we decided to turn our app into a new means of communication by updating the app icon to feature the image of the most relevant promotions.
This way, people wouldn't need to open the app to crave and find out about the benefits we had for them. We designed different logos and updated them throughout the weeks, so that every time people opened their phones, an icon they had never seen before would catch their attention.
For two weeks, we updated the McDonald's app icon twice a day, showcasing 28 promotions for different products. The icon was updated on both Android and iOS devices, providing coverage nationwide.