AUCKLAND, Yesterday: McDonald’s NZ, DDB Group Aotearoa, and OMD New Zealand have partnered with LUMO to transform the way digital billboards are used.
They’ve cleverly utilised the small screen that usually displays the LUMO logo, turning it into an innovative advertising space.
The challenge set by McDonald’s was to develop a campaign encouraging customers to add more to their meals in a way that truly resonates with the brand’s fans.
Gary Steele, Chief Creative Officer at DDB Group Aotearoa, highlighted a relatable moment: standing at a McDonald’s counter and hearing the “aaaaaaaaaand aaaaa….” as customers choose their additional treats. This insight inspired the campaign.
Thus, the Macca’s Ad-Ons campaign was born. Leveraging sales data, LUMO and McDonald’s identified popular add-ons, promoting them on these unique mini screens across their billboard network.
“Hearing more and more customers adding extra Nuggets, McFlurries and Apple Pies to their orders is music to the ears of our franchisees.” – Luke Rive
This innovative approach to digital billboard advertising – encouraging customers to add items to their orders in the same way the ads ‘add on’ to the billboards – marks a first in the media sector.
Luke Rive, McDonald’s NZ’s Marketing Director, expressed his enthusiasm for the campaign’s impact on customer engagement and business growth; “Macca’s Ad-Ons hits that sweet spot of inspiring our customers and growing the business too.
“Hearing more and more customers adding extra Nuggets, McFlurries and Apple Pies to their orders is music to the ears of our franchisees.”
Rex Carpenter, Creative Solutions Specialist at LUMO, acknowledged the initial challenges but stressed the value of breaking new ground. The team was committed to realising this creative media idea.
The Macca’s Ad-Ons campaign launched on 05 April, introducing a fresh approach to out-of-home (OOH) advertising.
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