At night, when schools and study areas inside the campus close down for the day, many students resort to going to expensive cafés and internet shops, to review and finish up school requirements. Why not give students a dedicated space that’s more conducive for learning?
Leo Burnett Manila converted McDonald’s party rooms and turned them into “McDonald’s Night Classrooms” — study-friendly spaces for students, open after school hours.
McDonald’s identified 106 stores across the Philippines that were open 24 hours, situated near 250+ colleges, to become part of the program. Students just have to register for a slot via a QR code and fill in their details to confirm their study space.
McDonald’s Night Classroom gained over 21,000 sign-ups on its first month. On its launch year, the night classrooms were open for a total of 126,570 hours, reaching an average of 600 student sign-ups per night. The idea not only generated 100% positive sentiment and P1.9M worth of earned media value, but also boosted the “Brand I Trust” imagery score* of McDonald’s by 9.3 ppts among teens and young adults.
