Macca's Ad-Ons
McDonald's NZ, DDB Group Aotearoa NZ and OMD New Zealand have hacked our 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. Leveraging 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. The innovative concept of integrating additional offerings seamlessly onto 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.
Challenge
When you go to Maccas you never just order the big mac combo, you add a little something. Those little somethings add up. The challenge for McDonald's was to get customers to add more items to their order
Solution
The strategy was to look for opportunities to add a little something to media channels. The activation idea was to transform the LUMO nameplates into media space - a new media space hiding in plain sight all along. Using sale's data, we paired Kiwi's big favourites with the little ones they love to add most.
