McDonalds is running a unique roadside campaign in the UK. The campaign targets the evening commute. The creative changes based on the speed of traffic. During fast free flowing traffic tantalizing shots of McDonald’s well-loved burgers, fries and shakes are features.
When congestion levels rise and traffic slows, the creative switches to longer form contextual copy lines like “Stuck in a jam? There’s a light at the end of the tunnel”.
The dynamic campaign is managed and distributed through ad tech platform OpenLoop, which analyses real-time data from Google Traffic API and triggers the relevant geo-targeted playout of content to each digital billboard.
The campaign was created by Leo Burnett and produced by Grand Visual. The media was planned and booked by OMD and Talon and spans multiple screen formats across 10 key cities and spanning 7 different media owners. The dynamic campaign is managed and distributed through QDOT’s digital OOH ad tech platform OpenLoop. OpenLoop analyses real-time data from Google Traffic API and triggers the relevant geo-targeted playout of content to each roadside location.
Katie Parker, Head of Marketing, at McDonald’s, said: “This data-driven digital OOH campaign uses traffic speed to contextualise copy, reaching drivers with targeted and tactical messages that tap into their mindset in that moment.”
Dan Dawson, Chief Creative Technology Officer at Grand Visual, added: “This tactical campaign is a great use of the medium. Simple, tantalising, recognisable product shots stimulate the appetite during fast flowing traffic, whilst longer contextual copy lines run during heavy, slow moving traffic, acknowledging the delays to deliver a relevant and powerful call to action.”
Helen Saffer, Business Director at Talon commented: This campaign is the perfect example of Talon’s smarter as standard approach to planning, fitting seamlessly with how the client and agency want to use media and push the boundaries. Using relevant data we hand selected key sites on the busiest roads in the UK. Through smart use of data we have used Digital OOH to the best of its capabilities to ensure a contextual, striking and relevant message for consumers.
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