EatQual Colours

EXPERIENCE & ENGAGEMENT - Experience & Activation (Technology)

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MP4 2m:15s

Entry Title:	EatQual Colours
Brand:	McDonald's India
Client:	Hardcastle Restaurants Private Limited
Entrant Company:	DDB MUDRA GROUP
Description:	We eat with our eyes first. Unfortunately, over 70 million people in India live with colour blindness and can’t see food the way it is. McDonald’s believes everyone should see food equally. Presenting EatQual Colours. On World Sight Day '23, we made the world’s first colour blind friendly delivery app. Through months of research, tech development, testing, we added a permanent feature that let colour blind customers re-colour the app to their taste. A full-fledged campaign was launched, EatQual Colours, across digital touchpoints, culminating in an engaging film and collaborations with influencers. We went colour blind-friendly in every way, from our YouTube ads to digital menu boards. We even urged our partners to turn colour blind-friendly. The results for EatQual Colours were impressive. Proving once again, it’s the little things that make us all feel equal. Results: A 20% surge in organic app downloads within the first month, coupled with 54% of new users actively embracing the colour blind-friendly feature. Most impressively, 1.2 million orders were placed through this feature, affirming its successful adoption by the community.
Company Credits:	DDB MUDRA GROUP
Individual Credits:	Team DDB Mudra Group