As OOH Media is making a comeback after Covid pandemic, some high traffic media spaces are neglected by Marketing & Brand teams due to space restrictions for advertisement. Namely, the wall panel with a firehose cabinet causing it to be the main distraction rather than any advertisement on the wall panel.

Normally OOH media at BTS Skytrain is a very good location to catch more than 200,000 eyeballs per station in a day. But only this location has almost zero media value.

So our strategy is turning useless media space to be useful media that catch every eyeballs.

McDonald’s campaign “Caution of Hot & Spicy Wall ” is utilizing the firehose cabinet to be the key execution of the concept idea. It shows the way to extinguish heat immediately after consumption of McFried Chicken Spicy.

Our strategy is turning useless media space to be useful media that catch every eyeballs.

Implementing to the unique idea, the chosen media space was located near McDonald’s therefore just by walking by the advertisement lured passersby to try McFried Chicken Spicy.

We caught 200,000 eyeballs per station so in 5 stations we got 1,000,000 eyeballs per days. It's not only offline visibility. Social media is also talk about this campaign included local publisher and international publisher.

We got 63M Reach

Media Impression

This campaign increase 100% traffic to nearby McDonald's branch. And McSpicy Fried Chicken sale increase 400%