McDonald’s
Se tourner vers le phygital.
![](https://a5workshop.com/wp-content/uploads/2019/12/mcdonalds-cover.png 1500w, https://a5workshop.com/wp-content/uploads/2019/12/mcdonalds-cover-300x160.png 300w, https://a5workshop.com/wp-content/uploads/2019/12/mcdonalds-cover-768x410.png 768w, https://a5workshop.com/wp-content/uploads/2019/12/mcdonalds-cover-1024x546.png 1024w)
Brief_______________
A complete overhaul of the way McDonald’s talks about digital.
A5 defined the storytelling of the new website and of the McDo app by creating content adapted to the user’s profile and the time of day that the user logged on. We created a new phygital relationship in order to better connect with customers by adapting to their travel and mealtime habits.
What we delivered
— User journey writing
— Tone of voice / editorial guidelines
— Creating the first templates
— Writing content
![](https://a5workshop.com/wp-content/uploads/2018/12/mcdonald-full.png 2500w, https://a5workshop.com/wp-content/uploads/2018/12/mcdonald-full-768x270.png 768w, https://a5workshop.com/wp-content/uploads/2018/12/mcdonald-full-1536x541.png 1536w, https://a5workshop.com/wp-content/uploads/2018/12/mcdonald-full-2048x721.png 2048w)
Result_______________
A new digital relationship that increased in-store sales.