Macca’s New Zealand hacks its own OOH in new ‘Ad Ons’ campaign via LUMO and DDB Aotearoa
McDonald’s NZ, DDB Group Aotearoa and OMD New Zealand have joined forces with LUMO to hack their network of digital billboards by utilising a media space that was hiding in plain sight all along – the little screen at the bottom of every digital billboard that displays the LUMO logo.
The challenge from Macca’s to the team at DDB was to create a campaign that gets Kiwis adding more to their meals, in a way that resonated with McDonald’s fans.
Says Gary Steele, chief creative officer at DDB Group Aotearoa: “Stand at the counter of your local Macca’s and you’ll hear a chorus of customers saying ‘aaaaaaaaaand aaaaa….’ as they stare up at the menu board and decide which little treat to add to their go-to order. That was the very human moment that got us excited.”
And Macca’s Ad-Ons was born. Using McDonald’s sales data, the team at LUMO paired New Zealand’s big favourites with the little ones we love most to add on at the counter and streamed them throughout the network of mini screens.
Simply adding on to the bottom of digital billboards just like Macca’s fans add on to their orders, is a concept that has never been done before and has broken new ground as a media first.
Says Luke Rive, director of marketing at McDonald’s NZ: “Macca’s Ad-Ons hits that sweet spot of inspiring our customers and growing the business too. Hearing more and more customers adding extra Nuggets, McFlurries and Apple Pies to their orders is music to the ears of our franchisees. This inventive concept from DDB – adding a tasty little extra to our digital billboards – is simple, smart and we love it.”
Says Rex Carpenter, creative solutions specialist at LUMO: “When the DDB team first brought this idea to us, the complexities had it hovering over the too-hard basket. But breaking convention is always worth it, so we pulled out all the stops to bring this brilliant media idea to life across our screens.”
Client: McDonald’s
Luke Rive, Director of Marketing
Leigh Benvie, Head of Brand & Media
Creative Agency: DDB Group Aotearoa
Media Agency: OMD New Zealand
15 Comments
Mockups
Look at everyone racing to follow BA
Can the NZ Maccas marketing team please come and take over Australia.
yep. this is v good
Maccas has really lifted the work globally lately.
Keep it up
Is why network agencies are downsizing and clients are going to consultancies.
It won’t sell product, it won’t build customer databases, it’s just fodder for irrelevant award shows.
This is creative original and simple. Sure a bit internal but gotta keep innovating eh?
This is the beauty of NZ advertising.
A terrific idea they can afford to execute across most of their market.
In Australia, we might, if we were lucky, be able to do a dozen screens
in 1/4 of 1/4 0f 1/4 0f Parramatta and the budget would be blown.
Not sayin’ I don’t like it – because I do. Just saying’ Im jealous.
Scammy
This is all mildly interesting and perfectly fine. The best part about it, of course, is that jolly clever name – Ad Ons. Should definitely tickle the fancies of the Media Lions judges. Well played.
Have you seen the Macca’s work from out of France a few years back? The one where they zoomed right in on the product and didn’t bother putting a logo? Yeah, probably before your time.
I’m not sure the evidence backs up your opinion – DDB NZ is doing the exact opposite of downsizing.
Maybe what you say is true for the AU market but it is a different story over here in NZ, where we have a lot of great agencies all doing a lot of great creative things a lot of the time.
What may seem ‘scammy’ as some have put it is just how NZ operates. We are a small market and we have fun with our brands, working with our clients hand in hand.
Perhaps a more optimistic mindset might help you to do the same?
Network agencies are downsizing because of the global economic downturn. But sure, blame it on the work you don’t get.
Absolutely fantastic stuff, this kind of work makes me jealous. Simple, clever and innovative. Love the thought of looking at that extra space and wondering what could be done with it.
Tick