Dynamic

Traffic Busters

1. Brief

McDonald’s wanted to tempt drivers to detour from their commutes to visit their nearest McDonald’s restaurant.

2. Response

The dynamic campaign was delivered with OpenLoop, analysing real-time data from Google Traffic API to trigger the relevant geo-targeted playout of content to each roadside location. The campaign reacted to the speed of traffic at each location and delivered tactical messages across premium roadside billboards.

Running from 4 pm to 9 am, it covered morning and evening rush hours. When the traffic was heavy, the creative would switch to display a simple, relevant, call to action: “Stuck in a jam? There’s light at the end of the tunnel.”

3. Results

The campaign spanned multiple screen formats across 10 key cities with 7 different media owners from 6-15th November.