London Design Platinum

2025

McDonald's Collect Quest

Entrant Company

DDB Hong Kong

Category

Service Design - Promotion / Contest

Client's Name

McDonald's Asian Pacific

Country / Region

Hong Kong SAR

McDonald's Collect Quest, an initiative designed to increase user engagement through first-party data in its mobile app, aims to leverage historical app data to strengthen customer relationships.



The team created a brand new style design based on the classic McDonald's color palette and also redesigned the product graphic icons.

It provides the necessary creative foundation to expand and localize this campaign for different markets, with the goal of both global visual consistency and local relevance.

The case video extends the design and smoothly ties the products into the campaign.



The campaign is a broad initiative in Singapore, Hong Kong, Taiwan, Philippines and India, encouraging users to complete various tasks to earn digital badges. McDonald's has collaborated with Coca-Cola to offer diverse prizes across these markets, such as the iPhone 16 Pro, Google Pixel 9, staycations, and flight tickets.



Its data-driven approach is supported by Google Analytics (GA4), allowing them to segment audiences based on app users.

With Collect Quest, customers enjoyed in bringing extra joy and adventure, along with surprises and rewards all month long, and celebrating the incredible community of McFans. It will excite loyal members and inspire new customers to join the rewarding journey.

Credits

VP Regional Director, DDB Asia
Peter Rodenbeck
Regional Executive Creative Director, DDB Hong Kong
Alejandro Canciobello
Associate Strategy Director
Ronald Lee
Creative Director
Ismael Crespo
Associate Creative Director
Ernest Tsang
Senior Copywriter
Nikhil Nagarkar
Multimedia Art Director
Christy Wong
Art Director, Motion Designer
Mandi Zhuo
Head of Digital
Felix Fong
Senior Account Manager
Hugo Poon
Senior Account Executive
Ashley Yan
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