Despite fantastic sales results year after year, it’s crucial for McDonald’s to cement and build customer affinity for the brand. With the surge in the number of alternative eating options, higher levels of brand affinity can help to safeguard customers from competitor poaching. Research has also shown that customers who loved the brand visited on average 1.6 times more often. However, with 50% of visits classed as ‘functional’ (driven by convenience as opposed to active brand choice), there was some work to be done.

McDonald’s recognised that there was an opportunity to build affinity via DOOH. The sites can be fed information about their environment and can almost instantly change the displayed creative in reaction. This means we could tap into more contextually and culturally relevant moments like never before, making McDonald’s seem far better connected with the lives of their audience.

This execution is part of a larger large format DOOH campaign. Our plan to build brand affinity in 2018 through DOOH sites was simple. We wanted to raise a smile from our audience through a celebration of the truths about why people love McDonald’s. We would then celebrate these truths in the moments when they were most relevant to our audience.

There is a myriad of different reasons why people love McDonald’s. One is for the brand’s dependability. This dependability is never more appreciated than when you’re battling the elements. McDonald’s has always got you covered, whether it be through a hot chocolate on a blustery morning, offering a place to shelter from a flash rain storm or with a blended ice drink when it’s a scorcher.

This execution is part of a larger large format DOOH campaign. Our plan to build brand affinity in 2018 through DOOH sites was simple. We wanted to raise a smile from our audience through a celebration of the truths about why people love McDonald’s. We would then celebrate these truths in the moments when they were most relevant to our audience.

There is a myriad of different reasons why people love McDonald’s. One is for the brand’s dependability. This dependability is never more appreciated than when you’re battling the elements. McDonald’s has always got you covered, whether it be through a hot chocolate on a blustery morning, offering a place to shelter from a flash rain storm or with a blended ice drink when it’s a scorcher.