McDonald's has restaurants all over Germany, also nearby classical concert halls.

Hundreds of concertgoers and musicians flock to the performances every day, but McDonald’s is the last thing on their minds.

McDonald's was looking for an idea that would lure this target group, which is rather reluctant towards fast food, to the McDonald’s restaurant.

Classical concert halls. Where everyone is obsessed with the notes of Mozart and Beethoven…and not the location of the nearest McDonald’s.

Knowing that, we created: the Jingle Board. At first, an OOH with no branding and then: an ear worm worthy of a symphony.

The target audience were classical musicians and concert goers – those who are most likely to be able to read note sheets. We booked special movable OOHs (“CoolLiteMover”) and positioned them closely to the classic concert halls, which is a unique media positioning. In comparison, conventional City Light Posters near the locations have much lower impact and are more likely to be ignored by the target group.

McDonald's positioned the Jingle Boards in front of Germany’s most famous and most visited concert halls for one week in January 2023:

• Berliner Philharmonie

• Elbphilharmonie Hamburg

• Bayerische Staatsoper Munich

The unique media placement increased the interactions with our target group significantly. Since the promoted McDonald’s franchises were all in walking distance from the Jingle boards / the concert halls, more customers flocked in said stores.