McDonald's New Zealand, DDB Group Aotearoa, and OMD New Zealand have launched a new campaign with LUMO to utilise extra billboard space that was hidden in plain sight all along.
The 'ad on' have been placed on a smaller LED screen under every LUMO billboard, usually to showcase the company's logo. The challenge from McDonald's was to create a campaign that would encourage Kiwi customers to add more items to their orders and that would resonate with fans.
The concept has been based on popular customer phrases, usually associated with undecided choices. The idea was to represent a customer standing at the counter of a McDonald's restaurant, and to reflect a 'very human moment'.
Using McDonald's sales data, the team at LUMO paired the most commonly ordered menu items, such as the Big Mac and Quarter Pounder, with smaller 'ad on' items like a McFlurry and sundae. This has been streamed through the smaller screens. By adding the smaller picture below, McDonald's New Zealand introduced a new advertising concept previously unseen before locally.
McDonald's said that the 'ad on' campaign has hit the sweet spot of inspiring its 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. This inventive concept from DDB – adding a tasty little extra to our digital billboards – is simple, smart and we love it.”
A spokesperson for LUMO said when the campaign was initially pitched, it hovered over the 'too-hard basket,' but breaking convention was worth pulling out the stops to bring the media idea to life.
The 'ad on' campaign began in early April, and is expected to reach a broader audience of McDonald's customers across the country.
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