Situation

After the pandemic, bars and nightclubs opened up again in Sweden. At the same time, McDonald’s late night opening hours were finally back.

Brief

Remind people that McDonald's is open all night in Sweden.

Objectives

To drive more customers to stop and pick up a meal on their way home from a night out.

The great idea of grabbing a Big Mac menu on your way home after a night out is something everyone can relate to.

To promote that McDonald’s is open all night, we launched a concept that brings iconic McDonald's menus to life through the bottom of empty drinking glasses.

The campaign targets people heading home after the bars and nightclubs have closed. The outdoor ads ran in locations in close proximity to bars and nightclubs.

After the pandemic, bars and nightclubs opened up again in Sweden. At the same time, McDonald’s late-night opening hours were finally back.

We had to remind people of the great idea of grabbing a Big Mac menu on your way home after a night out.

To do that, we had to think smart about the media, and target people in the right moment. We did it by targeting bleary-eyed drinkers that were heading home after a late night out, by placing outdoor ads that aired during nighttime near bars and nightclubs.

The campaign targeted bleary-eyed drinkers heading home after a late night out, and the outdoor ads were placed near bars and nightclubs.

We used digital out of home to reach our target group when they needed a Big Mac the most.

The campaign ran nationwide in downtown locations. The first flight was in December and the campaign is still ongoing, using McDonald's local always on strategy.

The campaign was very well received, both locally and internationally. Apparently, grabbing a late night Big Mac safter closing time struck a chord. Overall earned media value was 2,500,000 – equivalent to 1,250,000 SEK in PR value.

Highest late night sales in Q1 during campaign period.

Source: McDonald’s