Background

Unlike rivals, McDelivery’s Irish app doesn’t support direct ordering. This meant we couldn’t win customers at the checkout—we had to win them earlier. In an ultra-competitive, aggregator-led market, our presence on third-party apps put us side-by-side with competitors at the moment of decision.

 To succeed,McDelivery needed to influence consumers before they made a decision, ensuring it was the first and only brand on their minds when opening a delivery app. The challenge: intercept that moment before it happened.

 We aimed to:

 1) Grow sales in a declining market

2) Increase Return on Marketing Spend

3) Improve brand recall and delivery perception

 Insight

Research from Red C & IAB further confirmed that younger audiences are heavy digital audio users and that personalized messaging drives higher engagement in food-related categories.

McDelivery faced a unique challenge in Ireland, unlike other markets, its app doesn’t support ordering, meaning it had to win on third-party platforms. Over 9 in 10 adults know their order before they even open a delivery app. We had to influence intent before the platform screen loaded.

 Creative Idea

Partnering with Bauer Media-owned audioXi, we set out to push the boundaries of digital audio at an unprecedented scale. Instead of traditional audio ads, we leveraged AI-powered dynamic audio through AMA to create hyper-relevant, real-time ads.

Our campaign used hundreds of data points, dynamically adjusting ads based on key triggers like weather, time of day, and location. Whether it was a rainy evening perfect for a McDelivery or a lunchtime craving cue, McDonald's was always front and center when consumers were most likely to order.

This became Ireland’s largest-ever dynamic audio campaign, redefining how brands use audio for engagement and conversion.

 Strategy

McDelivery needed to win before the order screen, not on it. That required intercepting consumer intent at the most contextually relevant moment. Traditional static messaging lacked the precision and flexibility we needed.

We turned to digital audio, not just for reach, but for its ability to deliver personalisation at scale. Testing had already shown digital audio delivered strong ROI’s. More importantly, it allowed us to be present, personalised, and persuasive, without needing visual engagement.

The strategy was to combine McDonald’s menu data with real-time consumer context using AMA’s AI-powered dynamic audio engine. We developed a custom creative matrix that adapted messaging based on time of day, day of week, weather, and location.

Partnering with audioXi for scale (Ireland's largest audio network), and layering in regional nuance through localisation, this strategy enabled us to meet each listener with the right product, mood, and offer—precisely when they were most likely to act.

 Execution & Channel / Title Mix

This was Ireland’s most ambitious dynamic audio build to date by some distance, with an incredible 245,700 ad variations stitched together in real time using AI.

Instead of repurposing traditional radio ads which are seen as "one size fits all", we built a context-aware system that dynamically adapted messaging in real time at an ambitious scale never seen in Ireland.

AMA’s dynamic engine pulled from a logic-based matrix covering:

-         7 days of the week

-         15 daypart-based food triggers

-         5 weather conditions

-         6 product lines

-         26 locations

-         3 delivery app messages

Each ad maintained a human, conversational tone, seamlessly integrating into the listening experience. To enhance localization, we used regional voices for larger counties Dublin, Galway, and Cork, making each message feel authentic and relevant, not verging into "salesy".

The campaign was delivered across the extensive audioXi network, delivering the necessary scale to drive real results. The audioXi network is made up of:

-         35 radio stations

-         106 music streaming platforms

-         Over 1,300 podcast series

Every impression was personally tuned—this wasn’t ad frequency, it was auditory familiarity. With the right tech, logic, and creative nuance, we made one-to-one audio feel effortless at scale.

 Results

The success of the McDelivery dynamic audio campaign was exceptional, delivering impressive business and brand metric results.

-         McDelivery sales grew, outpacing competitors in a shrinking market.

-         Market share increased, despite market contraction.

-         The average cheque grew, showing consumers were committing to bigger orders

Econometric analysis revealed that Dynamic Activity had an above average ROI and a 45% improvement over McDelivery linear radio. Analytic Partners’ independent analysis found listeners exposed to the campaign were twice as likely to convert compared to those exposed to traditional audio ads.

In terms of media scale and engagement, the campaign delivered over 3 million impressions, reached over 1.3 million unique listeners, and achieved an impressive 92% listen-through rate (KPI: 80%).

This campaign didn’t just achieve short-term success; it proved dynamic audio is a game-changer for fast-food marketing, redefining the role of audio advertising in driving brand impact and real-world sales.

Click the button below to watch the webinar that will go through the making of this award winning campaign

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