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.

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