McDonald's Secret Menu OOH Campaign by Grand Visual
McDonald's McWeather Digital OOH
McDonald’s launched a national digital outdoor campaign that used MET Office real-time data to bring to life April’s unpredictable weather conditions.

In order to take part in Britain’s favourite topic of conversation, Leo Burnett London turned the McDonald’s menu into weather icons to represent the live temperature and 5-day forecasts.

For example, an unwrapped burger represents the sun, while an upturned box of fries signifies rain. There are eight different icons to show how volatile April weather can be.

Breaking on 26 April, the dynamic campaign ran for three days with media planning and booking by OMD and Talon, production by Grand Visual, and campaign management and distribution through OpenLoop.

Hannah Pain, Senior Brand Manager at McDonald’s said:

“We are very excited to be using some of our most loved products to join in the very topical April weather conversation.”

Ben Newman, Creative at Leo Burnett London added:

“Don’t trust the weatherman. This April, McDonald’s has got you covered.”

McDonald's Monopoly DOOH
To announce the return of the hugely popular Monopoly prize game, McDonald’s has kicked off a revitalised, tactical, copy-led digital OOH campaign to encourage consumers to ‘Peel and Play’. The UK-wide dynamic activation contextualises copy using date, weather, and prize data and will run across Retail, Roadside and City Centre locations for four weeks from 21st March – 19th April.

The revamped style creative uses retro comic speech bubbles announcing, “Winning feels as likely as getting caught in the rain without an Umbrella” on a bad weather day, for example. Bursts of activity run across the month and tap into date, weather and prize data with copy lines that play on the real-time conditions experienced at each billboard. A live counter also reveals the number of prizes claimed so far with the added call to action to “Get peeling for that winning feeling.”

The revamped campaign was created by Leo Burnett, produced by Grand Visual, with planning and buying by OMD and Talon. Dynamic content is managed and delivered by QDOT, using ad tech platform OpenLoop, to analyse Met Office data and trigger the geotargeted playout of messages.

Dan Dawson, Chief Creative Technology Officer at Grand Visual, added:

“The retro, sixties style vector artwork combined with the dynamic and contextual messaging makes this a simple, eye-catching and engaging execution that remains fresh and relevant throughout the duration of the campaign.”

Vicky Marshall, Client Director at Talon, adds:

“The brand’s successful Monopoly OOH campaigns have evolved significantly to drive real consumer action and engagement using smarter digital OOH that is dynamic and contextual. This supports wider brand activity that really stands out and elevates people’s experience with McDonald’s.”

McDonald's DOOH

McDonald’s launched a nationwide Digital OOH campaign to support its much loved McDonald’s Monopoly game which gives consumers the opportunity to win millions of prizes.

The extensive DOOH campaign ran on digital 6-sheets across roadside, the underground, shopping malls, and city centre locations across the UK. Produced by Grand Visual, the dynamic DOOH campaign, which provides real-time updates on the number of prizes collected alongside geo-targeted calls to action such as “Birmingham could you be lucky?”. The campaign was delivered through OpenLoop to JCDecaux, Clear Channel & Signature Outdoor Networks.

The DOOH campaign forms part of a wider multi-media activity comprising of TV, press, radio, and in-store activity. It was created by Leo Burnett and produced by Grand Visual with planning and buying through OMD UK and Talon.

McDonalds DOOH Thought Bubble

Continuing its campaign to hero ‘The Big Mac’, McDonald’s launched an innovative, live, one-day Digital Out of Home stunt. As people walked below a giant digital billboard situated at a busy London junction, tantalising ‘Thought Bubbles’ featuring McDonald’s flagship burger magically appeared above their heads and appeared to follow them along the high street.

The playful campaign saw ‘The City of London Gateway’ billboard, owned by Outdoor Plus, taken over and turned into an interactive spectacle on Aldgate High Street. Created by Leo Burnett with production and creative technology from Grand Visual, the campaign featured a picture of the iconic Big Mac alongside the caption “See one. Want One”. The digital activation used Grand Visual’s ‘Agent’ platform to enable live interaction between a tablet (and mobile) device and a Digital Out of Home screen and was controlled by on-site operators. Thought Bubbles could then appear on cue and glide above the heads of the crowds with the content on-screen perfectly synched with the speed and direction of passers-by.

The one day event delighted hundreds of commuters and city workers who were seen sporting Big Mac thought bubbles, just moments away from McDonald’s nearest restaurant on Commercial Street. The cheeky Digital Outdoor execution was planned and booked by OMD and Talon. A video of the humorous footage was posted online to watch and share here.

Starbuck special build OOH campaign by Grand Visual

We wrapped up the end of 2025 with some of our favourite Christmas ads! Each year, viewers are eager to see which brands will deliver the most memorable stories, making the holiday season a highly anticipated time for creative advertising. Not only did we push the limits of what to expect from OOH advertising, but we also did it with some festive flair.

The Impact of Holiday Advertising

The holiday season is a time when brands pull out all the stops to capture the hearts and attention of consumers. Christmas adverts have become a cultural phenomenon, eagerly anticipated by audiences across the world and discussed everywhere from TV to online channels. But it’s outdoor advertising that has truly transformed the way brands connect with people during this magical time of year.


From bustling city streets to local bus shelters and iconic billboards, Christmas ads now light up spaces with creativity, animation, and interactive experiences. Digital billboards and dynamic content allow advertisers to tailor their message to the moment, making each campaign more relevant and engaging. Whether it’s a playful short film brought to life on street furniture or a larger-than-life installation that turns a city corner into a festive wonderland, OOH advertising brings the spirit of the season into real life, creating memories and buzz that other media simply can’t match.


As technology evolves, so does the art of holiday advertising. Marketers and advertisers are using digital screens, contextual triggers, and even interactive elements to make sure their Christmas ads stand out in a crowded environment. The result? Campaigns that not only promote products but also create moments of joy, connection, and wonder for audiences everywhere.

McDonald’s Special Build Christmas Ad – The Grinchs’ Master Plan

As part of McDonald’s UK’s Christmas Grinched campaign promoting its limited-edition Grinch festive menu, a standout Out-of-Home activation, starting with the Grinch assembling his master plan in a special build on Borough Road.

The installation incorporated eye-catching Billoard with 3D elements, and illuminated signs, to create an immersive and memorable experience.

McDonald's Grinch Christmas OOH Campaign in London by Grand Visual

The Grinchs’ Christmas Takeover Continues

He then headed off to Shoreditch with a playful special build/mural that brought the mischievous character to life in the real world. The OOH installation unveiled The Grinch’s self-styled “Master Plan,” complete with oversized illustrations, handwritten doodles, and visual elements depicting the Grinch at work, including a scene of him knitting life-size odd socks, a key branded collectable included with the actual Grinch Meal. This immersive build added personality and narrative to the campaign’s wider rollout. The OOH storytelling with the Grinch’s signature style complemented the broader executions, amplifying anticipation and engaging audiences during the holiday period.

McDonalds special build OOH campaign by Grand Visual

Starbucks Christmas Mural

As part of Starbucks’ Drawn Together holiday campaign, Out-of-Home was used to bring the festive message into shared public spaces. The OOH activity focused on high-impact special builds in busy urban locations, translating the campaign’s hand-drawn visual style into large-scale illustrated murals, with illuminated displays. The artwork captured simple, familiar festive moments in a loose, sketch-like aesthetic that reflected the drawings associated with Starbucks cups. Integrated Christmas lights added warmth and visibility, helping the builds stand out during darker winter evenings.

Designed to feel crafted rather than overtly commercial, the OOH advertising reinforced Starbucks’ emphasis on personalisation, warmth and everyday connection. By placing these installations along commuter routes and high-footfall areas, the campaign extended its narrative beyond film and in-store touchpoints into the physical world. Strategically, the outdoor advertising activity embedded the idea of togetherness into real-life settings where people naturally gather during the festive season, strengthening emotional engagement while amplifying brand presence.

Starbuck special build OOH campaign by Grand Visual

Pepsi MAX Put It On Ice Bar – Experiential Outdoor Advertising

As part of Pepsi MAX’s 2025 festive campaign built around their theme “It can wait, it’s Christmas after all,” the brand brought its seasonal message to life with a striking Out‑of‑Home experiential campaign: the Pepsi MAX Put It On Ice Bar in Westfield Square at White City, London. Operating for a limited three‑day run in December, the Ice Bar served as a unique event that transformed a busy retail environment into an immersive, ‘chilled‑out’ experience.

Inside the frosty pop‑up, visitors donned Pepsi branded cold‑weather gear and enjoyed Pepsi MAX‑themed cocktails and mocktails, participated in games like Pepsi Pong for exclusive merchandise and snapped content at an ice photo wall, all designed to create a memorable and shareable physical touchpoint that extended beyond typical advertising. The build also offered a whimsical twist on festive gifting by giving lucky guests the chance to have their Christmas shopping done for free while they relaxed with their Little Helpers initiative. Overall, the activation embedded Pepsi Max’s seasonal positioning into a real‑world environment and amplified brand engagement during a high‑traffic holiday period.

Pepsi MAX Experiential OOH Campaign by Grand Visual

Pepsi MAX Wrapping Station

Over a period in December, the brand set up a free gift‑wrapping station at the Future Stores space on Oxford Street, London. Passersby could bring presents to be wrapped by staff and receive a free Pepsi drink while they waited, turning a typically mundane holiday task into a cheerful, branded experience in a high‑footfall retail setting. Attendees could get their gifts beautifully wrapped and enjoy the moment, reinforcing Pepsi Max’s seasonal idea of making the holidays less stressful and more fun.

Pepsi Wrapping Station by Grand Visual

Waitrose Pie-Max – With a CGI Moment

As part of Waitrose’s 2025 Christmas Ad, The Perfect Gift, Out‑of‑Home took a cinematic turn with a bold special build that transformed one of London’s most iconic advertising sites into the “PIEMAX.” For two weeks, the BFI IMAX on London’s South Bank was wrapped with a giant, in‑camera image of a homemade turkey pie, the central food motif from the campaign’s four‑minute festive rom‑com film, complete with hand‑crafted pastry‑style taglines like “The Perfect Gift” and “Love at first bite.” This oversized pie wrap brought the emotional storytelling of the hero film into the real world, leveraging the landmark’s huge scale to create an eye‑catching and playful OOH moment. The impressive display commanded attention, using the visual impact of the illuminated IMAX site to engage passersby and reinforce the campaign’s festive message. Topped off with a steaming CGI moment curated by… you guessed it – Grand Visual.

Sainsbury’s BFG Special Build

Sainsbury’s were back at it again with the BFG. As part of Sainsbury’s 2025 Christmas campaign featuring the return of Roald Dahl’s BFG, the brand brought its festive storytelling into the physical world with standout Out‑of‑Home special builds that amplified the campaign’s presence beyond screens. In key London locations, including Westfield, Sainsbury’s installed large‑scale 3D installations of the BFG character, with the giant peeking over and interacting with billboards and outdoor assets to create a sense of whimsy and scale around the “Good Food for All of Us” Christmas narrative.

These immersive builds extended the cinematic quality of the TV and digital ads into tangible urban moments, helping to capture attention among busy shoppers and passersby during the festive season. By bringing the beloved character into real‑world environments through oversized replicas and playful visual cues, the OOH activity reinforced the campaign’s emotional warmth and nostalgia while driving visibility and engagement in high‑footfall areas, complementing the broader mix of TV, DOOH and social media.

The Future of Holiday Ads

As we look back on another season of unforgettable Christmas ads, it’s clear that OOH remains at the forefront of creative, impactful holiday advertising.

The blend of traditional billboards, digital OOH, immersive and experiential spaces and innovative special builds has allowed brands to break through the noise and reach consumers where they live, work, and play. Research continues to show that Out-of-Home campaigns drive awareness, engagement, and even online buzz, proving the effectiveness of this medium amplified even more when incorporated into digital content.

Looking ahead, the future of holiday advertising is brighter and more dynamic than ever. Advances in technology are enabling advertisers to deliver more contextual, interactive, and personalised experiences, from real-time digital billboards to animated displays that respond to the environment or audience. Attribution and data-driven planning are helping marketers track the impact of their campaigns across multiple channels, ensuring every ad is as relevant and engaging as possible.

As public spaces evolve and become even more central to our shared experiences, OOH and digital Out-of-Home will continue to play a vital role in creating festive moments that bring people together.

So, as we plan for the next big campaign, one thing is certain: the magic of holiday ads will always find a way to light up our streets and our imaginations.

Pepsi MAX Experiential OOH Campaign by Grand Visual

We wrapped up the end of 2025 with some of our favourite Christmas ads! Each year, viewers are eager to see which brands will deliver the most memorable stories, making the holiday season a highly anticipated time for creative advertising. Not only did we push the limits of what to expect from OOH advertising, but we also did it with some festive flair.

Introduction to Holiday Advertising

The holiday season is a time when brands pull out all the stops to capture the hearts and attention of consumers. Christmas adverts have become a cultural phenomenon, eagerly anticipated by audiences across the world and discussed everywhere from TV to online channels. But it’s outdoor advertising that has truly transformed the way brands connect with people during this magical time of year.

From bustling city streets to local bus shelters and iconic billboards, Christmas ads now light up spaces with creativity, animation, and interactive experiences. Digital billboards and dynamic content allow advertisers to tailor their message to the moment, making each campaign more relevant and engaging. Whether it’s a playful short film brought to life on street furniture or a larger-than-life installation that turns a city corner into a festive wonderland, OOH advertising brings the spirit of the season into real life, creating memories and buzz that other media simply can’t match.

As technology evolves, so does the art of holiday advertising. Marketers and advertisers are using digital screens, contextual triggers, and even interactive elements to make sure their Christmas ads stand out in a crowded environment. The result? Campaigns that not only promote products but also create moments of joy, connection, and wonder for audiences everywhere.

McDonald’s Special Build Christmas Ad – The Grinchs’ Master Plan

As part of McDonald’s UK’s Christmas Grinched campaign promoting its limited-edition Grinch festive menu, a standout Out-of-Home activation, starting with the Grinch assembling his master plan in a special build on Borough Road.

The installation incorporated eye-catching Billoard with 3D elements, and illuminated signs, to create an immersive and memorable experience.

McDonald's Grinch Christmas OOH Campaign in London by Grand Visual

The Grinchs’ Christmas Takeover Continues

He then headed off to Shoreditch with a playful special build/mural that brought the mischievous character to life in the real world. The OOH installation unveiled The Grinch’s self-styled “Master Plan,” complete with oversized illustrations, handwritten doodles, and visual elements depicting the Grinch at work, including a scene of him knitting life-size odd socks, a key branded collectable included with the actual Grinch Meal. This immersive build added personality and narrative to the campaign’s wider rollout. The OOH storytelling with the Grinch’s signature style complemented the broader executions, amplifying anticipation and engaging audiences during the holiday period.

McDonalds special build OOH campaign by Grand Visual

Starbucks Christmas Mural

As part of Starbucks’ Drawn Together holiday campaign, Out-of-Home was used to bring the festive message into shared public spaces. The OOH activity focused on high-impact special builds in busy urban locations, translating the campaign’s hand-drawn visual style into large-scale illustrated murals, with illuminated displays. The artwork captured simple, familiar festive moments in a loose, sketch-like aesthetic that reflected the drawings associated with Starbucks cups. Integrated Christmas lights added warmth and visibility, helping the builds stand out during darker winter evenings.

Designed to feel crafted rather than overtly commercial, the OOH advertising reinforced Starbucks’ emphasis on personalisation, warmth and everyday connection. By placing these installations along commuter routes and high-footfall areas, the campaign extended its narrative beyond film and in-store touchpoints into the physical world. Strategically, the outdoor advertising activity embedded the idea of togetherness into real-life settings where people naturally gather during the festive season, strengthening emotional engagement while amplifying brand presence.

Starbuck special build OOH campaign by Grand Visual

Pepsi MAX Put It On Ice Bar – Experiential Outdoor Advertising

As part of Pepsi MAX’s 2025 festive campaign built around their theme “It can wait, it’s Christmas after all,” the brand brought its seasonal message to life with a striking Out‑of‑Home experiential campaign: the Pepsi MAX Put It On Ice Bar in Westfield Square at White City, London. Operating for a limited three‑day run in December, the Ice Bar served as a unique event that transformed a busy retail environment into an immersive, ‘chilled‑out’ experience. Inside the frosty pop‑up, visitors donned Pepsi branded cold‑weather gear and enjoyed Pepsi MAX‑themed cocktails and mocktails, participated in games like Pepsi Pong for exclusive merchandise and snapped content at an ice photo wall, all designed to create a memorable and shareable physical touchpoint that extended beyond typical advertising. The build also offered a whimsical twist on festive gifting by giving lucky guests the chance to have their Christmas shopping done for free while they relaxed with their Little Helpers initiative. Overall, the activation embedded Pepsi Max’s seasonal positioning into a real‑world environment and amplified brand engagement during a high‑traffic holiday period.

Pepsi MAX Experiential OOH Campaign by Grand Visual

 

Pepsi MAX Wrapping Station

Over a period in December, the brand set up a free gift‑wrapping station at the Future Stores space on Oxford Street, London. Passersby could bring presents to be wrapped by staff and receive a free Pepsi drink while they waited, turning a typically mundane holiday task into a cheerful, branded experience in a high‑footfall retail setting. Attendees could get their gifts beautifully wrapped and enjoy the moment, reinforcing Pepsi Max’s seasonal idea of making the holidays less stressful and more fun.

Waitrose Pie-Max – With a CGI Moment

As part of Waitrose’s 2025 Christmas Ad, The Perfect Gift, Out‑of‑Home took a cinematic turn with a bold special build that transformed one of London’s most iconic advertising sites into the “PIEMAX.” For two weeks, the BFI IMAX on London’s South Bank was wrapped with a giant, in‑camera image of a homemade turkey pie, the central food motif from the campaign’s four‑minute festive rom‑com film, complete with hand‑crafted pastry‑style taglines like “The Perfect Gift” and “Love at first bite.” This oversized pie wrap brought the emotional storytelling of the hero film into the real world, leveraging the landmark’s huge scale to create an eye‑catching and playful OOH moment. The impressive display commanded attention, using the visual impact of the illuminated IMAX site to engage passersby and reinforce the campaign’s festive message. Topped off with a steaming CGI moment curated by… you guessed it – Grand Visual.

Sainsbury’s BFG Special Build

Sainsbury’s were back at it again with the BFG. As part of Sainsbury’s 2025 Christmas campaign featuring the return of Roald Dahl’s BFG, the brand brought its festive storytelling into the physical world with standout Out‑of‑Home special builds that amplified the campaign’s presence beyond screens. In key London locations, including Westfield, Sainsbury’s installed large‑scale 3D installations of the BFG character, with the giant peeking over and interacting with billboards and outdoor assets to create a sense of whimsy and scale around the “Good Food for All of Us” Christmas narrative. These immersive builds extended the cinematic quality of the TV and digital ads into tangible urban moments, helping to capture attention among busy shoppers and passersby during the festive season. By bringing the beloved character into real‑world environments through oversized replicas and playful visual cues, the OOH activity reinforced the campaign’s emotional warmth and nostalgia while driving visibility and engagement in high‑footfall areas, complementing the broader mix of TV, DOOH and social media.

The Future of Holiday Ads

As we look back on another season of unforgettable Christmas ads, it’s clear that OOH remains at the forefront of creative, impactful holiday advertising. The blend of traditional billboards, digital OOH, immersive and experiential spaces and innovative special builds has allowed brands to break through the noise and reach consumers where they live, work, and play. Research continues to show that Out-of-Home campaigns drive awareness, engagement, and even online buzz, proving the effectiveness of this medium amplified even more when incorporated into digital content.

Looking ahead, the future of holiday advertising is brighter and more dynamic than ever. Advances in technology are enabling advertisers to deliver more contextual, interactive, and personalised experiences, from real-time digital billboards to animated displays that respond to the environment or audience. Attribution and data-driven planning are helping marketers track the impact of their campaigns across multiple channels, ensuring every ad is as relevant and engaging as possible.

As public spaces evolve and become even more central to our shared experiences, OOH and digital Out-of-Home will continue to play a vital role in creating festive moments that bring people together.

So as we plan for the next big campaign, one thing is certain: the magic of holiday ads will always find a way to light up our streets and our imaginations.

Introduction

Ever wondered about what product sampling can bring to your campaign? Well, in a world where OOH is becoming a big part of marketing strategies and we are seeing the lines blurred between experiential and traditional OOH, product sampling is becoming a core feature in many campaigns. Boosting brand awareness and engaging target audiences are all ways in which innovative product sampling strategies can aid a campaign. From traditional in-store samples to more cutting-edge blends of billboards and sampling, we will delve into the methods that have proven successful across different industries.

We are increasingly seeing the effectiveness of what a successful sampling campaign can do through our research and data tools. SO, if brands are looking to raise customer engagement, loyalty and encourage them to make a purchase, then sampling could be something to consider in your next campaign.

The Essentials

Before we go into detail, take a look at the top line facts. Any brands wanting to see and achieve the same, keep on reading!

  1. In-store sampling is a proven method for immediate consumer engagement.
  2. Event sampling effectively targets niche audiences in a concentrated setting.
  3. Mobile sampling units offer flexibility and targeted reach in urban areas.
  4. Combining elements of traditional OOH with product sampling, brings a new level of creativity.
  5. Transit hub sampling reaches a broad audience, which can increase brand awareness.

The Statistics

It’s easy to write a load of statements on a page, but don’t worry, you don’t just have to take our word for it. We have got the data to prove it!

73% of consumers say that if they try a product, they are likely to buy it (Banknotes, 2021).

81% of people say that they’d try a product if they received a free sample of it (InspiraMarketing, 2022).

24% of customers who tried a sample product said it specifically replaced an item they were planning to buy (Arbitron and Edison Media Research survey).

35% of customers who try a product sample in a retail store will purchase the product during the same shopping trip (Arbitron and Edison Media Research survey).

Let’s Get To It!

In-Store Sampling

Brands can provide audiences in a retail setting with free product samples through in-store sampling initiatives, by giving customers a quick, hands-on experience. The main objective? Introducing a product, raising awareness, and ultimately driving purchases.

This kind of traditional product sampling can usually be carried out at department shops, supermarkets, and other retail establishments where loyal customers and prospective buyers can engage with merchandise before deciding to buy.

Statistics indicate this form of product sampling can prove to be effective. In a study done by Fizz (2018) in-store sampling received a majority participation rate of 60%. Furthermore, 88% responded that they would be more likely to purchase the product after trying it first at the store.

Event Sampling

Creating an event makes it possible for brands to offer free samples of their goods or services, such as trade exhibitions, concerts, sporting events, festivals, or get-togethers within the community.

Event sampling aims to provide a memorable and immersive experience for a specific target group, increasing brand awareness among new customers, and encouraging product trials in an environment where people are receptive to trying new things.

It can offer direct, in-the-moment, valuable feedback from potential customers and enables businesses to engage with their audience in a dynamic environment. It’s useful in fields where consumers’ decision-making is heavily influenced by their senses of taste, smell, touch, and sound.

Be Innovative!

Mobile Sampling Units

Mobile sampling units allow consumer brands to build awareness, take their products directly to specific demographics in urban settings and offer samples in a highly interactive and engaging way. By moving from place to place, these mobile units reach consumers where they are, creating a dynamic marketing experience that stands out and creates a buzz.

Why choose a mobile sampling unit? Well, they’re specially equipped vehicles designed to promote products and engage consumers by bringing free samples to them directly. These units are typically outfitted with branded displays, product samples, and promotional materials, and are driven to high-traffic areas such as festivals, concerts, sporting events, busy urban locations, and shopping centres.

Pepsi Max Mobile Product Sampling Campaign

Pepsi MAX launched its new flavours tour this summer, and they stole the spotlight. Throughout August, they took their ice cream roll bar on an unforgettable tour around the UK. Those lucky enough to have visited a Pepsi MAX Flavours bar could enjoy a sample of their new fruity-flavoured ice cream and relax in the flavour zone.

Transit Hub Sampling

Transit Hub Sampling can be a fantastic marketing strategy for brands, especially if they have a target market of a large, diverse and travelling audience. Statistics show that airport advertising delivers the highest perceived value and prestige compared to other advertising and social media channels (JCDecaux, 2021).

Progressive Insurance Transit Hub Sampling campaign

Just in time for summer travel and aligned with the start of the 2024 Paris Olympics, Progressive Insurance entertained travellers journeying from New York (JFK) to Paris. As travellers passed by, a custom-wrapped vending machine dispensed free, limited-time copies of the book “Dr. Rick Will See You Now.”

Once the physical copies ran out, no one was left out as a scannable QR code appeared, offering a free digital download option. This witty and engaging campaign entertained travellers while Dr. Rick provided tips on un-becoming your parents.

From Billboards to Product Sampling Campaigns

Transforming traditional billboards into a stage for a Product Sampling Strategy is not something new for us at Grand Visual. It serves as a two-in-one package that not only delivers the brand’s message but also offers the target audience free samples to help generate buzz. Its blend of creativity allows for the best product sampling ideas to come to fruition and opens the door for audiences to create shareable content.

Fancy a McFlurry?

The brief from McDonald’s was to create a fun, large-scale experience that celebrated the new ‘Fancy a McFlurry?’ brand platform and tied into the 21st birthday of the McFlurry. Making it the perfect time to build a McDonald’s Walk Thru billboard! It was launched on London’s South Bank across one of the busiest weekends of the summer. A four-day influencer and public pop-up was established that surprised and delighted consumers in an effort to increase sales and brand loyalty. The results speak for themselves:

ABSOLUT #IRL

After a lengthy lockdown, ABSOLUT wanted to celebrate being back together in real life (#IRL) with a fun, gamified billboard. Groups of friends were invited to stand on a podium and play a big buzzer game, with the winners receiving a little treat. Music played, a curtain was raised, and a real barman was waiting behind to serve a Watermelon Vodka and Lemonade. Their multiple successful product sampling campaigns in London meant that the tour was extended to 4 additional locations across the UK.

So, Let’s Conclude

Product sampling remains a powerful strategy to raise brand awareness and engage with consumers. By combining traditional methods with innovative OOH and creative techniques, brands can create memorable experiences that drive an increase in loyalty and boost sales. Grand Visual’s expertise in using creative product sampling and bringing ideas to life with engaging strategies can significantly enhance the effectiveness of your campaign efforts. Whether you’re using mobile sampling units, interactive displays, or transit hub sampling, these examples illustrate the diverse ways to effectively sample products and capture your target audience’s attention.

Ready to get creative with OOH, contact us now!

Our very own CCO, Dan Dawson and his Behind the Billboard co-host Hugh Todd discuss the best OOH work over the last year and which ones they believe could be Cannes Contenders including British Airways, McDonald’s, Warner Bros; Wonka and many more!

See the full article on Shots.net here!

`Creative Personalisation of Ads - and Scale? Dan Dawson
Chief Creative Officer, Dan Dawson, discusses the juxtaposition of data and creativity in OOH.

There are one or two things I hear on an all too regular basis in our industry… and the worst of them by far “not enough time”. Over the years, I’ve pretty much discovered it’s actually a coded way of saying “I don’t understand, it sounds really complex and I’m outside of my comfort zone…. I need you to go now so I can get back to my advertising safe space”.

After the most challenging 12 months for OOH on record, we simply need to challenge that rhetoric whether they are in our agencies, production houses, or in-house teams. The time has come to be smarter, and that means smarter ads, on smarter networks with smarter creative messaging. But it is a real challenge, as we’re asking our teams to step right outside of their comfort zones or to trust a partner to help deliver and craft something magical.

WPPs Mark Read’s recently said, “We have to think about how we produce the right content for the right channels – producing work for Facebook or Instagram or Amazon requires distinct skills and understanding of those platforms.” His words struck a chord with me mainly because it’s something I’ve been blathering on about for years to anyone who’ll lend an ear – Let the craft masters do what they do best and the rewards will be beautiful. For us that specialism is creative production for the Out-of-Home media space, however, it goes the same across the entire advertising spectrum. We all know the saying about the Jack of all trades.

There is a  HUGE difference in using data-informed decisions to ensure an audience sees an ad, versus the ad being personalised in some way to the viewer. I think that’s where Mark was going with this second soundbite: “We spend a tremendous amount of time worrying about media targeting, programmatic media and optimisation but we don’t do nearly enough, I’d argue, to think about how to personalise the creative messaging that goes to consumers and that has to have equal weight.” 100% agree Mark.

In OOH terms, when we say “personalise’ we of course mean making adverts resonate with an active audience, making creative messages relevant to a group at a particular time or location. Perhaps based on their mindset, situation or current need state – We’re not talking single person personalisation it’s group audience personalisation.

On the media side of things, lots of work has gone into algorithms and systems to seek consumers behaviour and tracking them across platforms and devices, in order to inform platforms to serve ads that might be relevant based on their online habits and or published demographic profiles. But how will all of this stand up to the ‘cookieless’ future we’re being told about?

In the OOH media space, huge efforts have been undertaken by agencies on tools and platforms – such as Talon’s Ada – built to supercharge OOH media by providing priceless audience information and insight for clients. For me the promised land is aligning this intelligence with smarter creative, where each message permutation has been given the craft treatment tailored to an active audience. Live data and audience planning tools help us understand the audience, but all too often producing a creative message matrix for each of the potential live data outcomes is something that falls into the ‘not enough time’ conversation. Because… it’s doesn’t sound easy… and I’m out of my comfort zone.

Sir John Hegarty told me recently on our Behind The Billboard podcast, that he feels audiences are being “stalked, not seduced” from an advertising perspective. We’re being hunted by our cookies, and shot in the face with shouty messages. He was talking about the need for the crafting of messages here. We discussed the need to apply our craft to the new digital technologies and techniques in order to ‘personalise’ ads in the OOH space. I pushed John Hegarty on why he feels it might be that we don’t apply enough of it on Digital OOH, he went on to talk about how ‘disposable’ digital advertising can feel. We talked about digital adverts being pulled, replaced or updated mid-campaign based on their efficacy – which in turn makes them feel disposable, less permanent to creatives. Another reason for this disposability is some online platforms allowing the ‘creation’ of ‘adverts’ as part of their offering – For example, you could sign up to a social network today and have an advert for your business on their platform by tea time. I mean, it looks terrible, but each to their own.

The art of producing amazing creative [and smarter] advertising at scale is not easy. It requires the perfect marriage between creative and technology, between agencies and clients, specialists and producers, tools and their operators and between the audience and the message. When you find that perfect marriage – ‘not enough time’ is never a problem. That’s when great things happen. Just ask Google, McDonald’s, Spotify, Hiscox, Specsavers, Sainsbury’s, Skoda or Virgin Trains… in fact don’t ask them, ask their agencies.

(This article first appeared in Little Black Book)