Mobile Order and Pay was a new system launched by McDonald’s, and needed its key selling point communicated. Now you can beat the queue if you order on your mobile phone.
The first phase highlighted the advantage of parting the crowds and beating the queue by ordering on your mobile phone. The second phase took it further by emphasizing the four simple steps – Tap, Tap, Pay, Eat – you needed to enjoy your McDonald’s. We created a catchy earworm, fronted by celebrities Tosh Zhang and Jin Yinji, which reminded audiences of the latest McDonald’s mobile offering.
