McDonald’s Serves Up Dynamic McCafé Campaign

  • Pictured: Chris Collins – JCDecaux, Orlagh Keane – Source out of home, Cliona McDonnell – McDonald’s, Clare Connaughton – Mediaworks

With the sun on the way, McDonald’s has launched a new OOH campaign to promote its range of frozen drinks.

To promote the return, McDonald’s has integrated Dynamic triggers into its Digital OOH plan to produce a more disruptive campaign for the audience in the Outdoor environment.

For the popular frozen strawberry lemonade, temperature and location triggers were introduced to display the real time temperature alongside the panel location to create new bespoke taglines, relevant to the setting. The tailored creative is served via our Dynamic platform once the temperature reaches a balmy 18 degrees.

The newly introduced Iced Latte is also being advertised on a number of OOH formats. Day part scheduling is employed across Retail and Commuter Digital with the Iced Latte creative taking the morning slot and the Dynamic content scheduled to display after 11am, ensuring relevance to the time of day as well.

The campaign was planned and delivered by the teams in Mediaworks and Source out of home, with creative by Leo Burnett and will run across various cycles in June and July.  Affinity groups for ‘Eating Out’ were analysed using Locomizer data and the use of proximity targeting enabled pinpoint precision in targeting key audiences and areas for the brand.

According to Orlagh Keane, Senior Account Manager at Source out of home: “As the temperatures begin to rise, the use of weather triggers make sense for the seasonal McCafé range. Dynamic Digital tempts the audience into action with creative that is relevant to them with location and weather served as they pass”.

McDonald’s Brand Manager, Cliona McDonnell added; “McDonald’s are delighted to engage Dynamic Digital Out of Home advertising in our McCafe Iced campaign this Summer.  As temperatures start to rise across Ireland, our Dynamic Digital advertising will showcase to customers the McDonald’s Frozen Strawberry Lemonade, which is available from our McCafe Iced range. Just the thing for a hot Summer’s day!”

Clare Connaughton Client Director, Mediaworks concluded; “Outdoor is an essential medium in driving awareness for McCafe Iced products in the summer months.  By using dynamic creative we can create real appeal for Frozen Strawberry Lemonade by making the creative contextually relevant.  By calling out the temperature by location we can therefore be more targeted while delivering more campaign cut-through. “