Macca’s New Zealand and DDB Aotearoa have rolled out a new out-of-home campaign titled ‘Yum Only Takes a Moment’, using LUMO’s live-updating digital billboard technology.
The campaign illustrates how quickly a craving can turn into a stop at McDonald’s, showing real-time updates that reflect the brief detour it takes to grab a bite.
The billboards are designed to catch the attention of passersby—those already thinking about food—by reinforcing the message that a McDonald’s moment is never far away.
Working with Google Maps and Macca’s API Drive Thru data, the travel times on each billboard will update in real time, activating during peak hour traffic to target hungry commuters. Not only will the data take into account traffic estimates, but it’ll also include your closest Macca’s Drive Thru wait time.
”The Macca’s brand is strongest when it shows up in super relatable ways,” said Says Macca’s Head of Brand and Media, Leigh Benvie.
“Traffic is never fun, but with Macca’s on your mind, it might be slightly more palatable.”
“We went in a different direction with this purely out-of-home campaign, playing with data as opposed to real-life imagery,” said Rory McKecknie, DDB Aotearoa’s Executive Creative Director.
“Each billboard aims to encourage the magical feeling you get when you decide to make a Macca’s stop on your way home – making your journey just a little brighter, and a lot more tasty for so little time.”
Credits:
Luke Rive – Marketing Director
Leigh Benvie – Head of Brand and Media
Agency: DDB Group Aotearoa
Media Agency: OMD NZ
