Getting stuck in traffic at the end of the day sucks, which is why McDonald’s hopes some new creative ad targeting will get you to pull over at a nearby restaurant and pick up a hamburger on your way home.
The fast-food chain and Leo Burnett are running an intriguing out-of-home campaign in the UK that targets drivers on busy highways at peak times of the day.
Digital billboards placed alongside the road feature a Big Mac when traffic is light, but once it starts to build, the creative switches to McDonald’s familiar golden arches with copy that reads, “Stuck in a jam? There’s a light at the end of the tunnel.”
“Simple, tantalizing, recognizable product shots stimulate the appetite during fast-flowing traffic, while longer contextual copy lines run during heavy, slow-moving traffic, acknowledging the delays to deliver a relevant and powerful call to action,” said Dan Dawson, chief technology officer at Grand Visual, an out-of-home company that helped produce the campaign along with OpenLoop, which monitored real-time stats from Google Traffic API to determine which creative would be served to which billboard.
Advertiser: McDonald’s UK
Katie Parker, Head of Marketing
Creative Agency: Leo Burnett
Chloe Hogan, Account Executive
Media Agency: OMD
Media Specialist: Talon Outdoor
Helen Saffer, Business Director
Vicky Marshall, Client Director
DOOH Production Company: Grand Visual
Dan Dawson, Chief Creative Technology Officer
Ben Privett, Account Director
David Bowry, Production Director
Keira Kaine, Technical Director
Ric Albert, Digital Director
Camila Engelbert, Producer
DOOH Campaign Management: OpenLoop from QDOT