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.”