McDonald is back with MONOPOLY campaign. The campaign is in its fourth year, and the popular fast-food company is using a mix of OOH formats including Large Format, 6 Sheet, Transport and Digital formats to drive a mass awareness across the country.
These were complemented by five bus shelter wraps located at high-density traffic and pedestrian locations in Dublin, Ireland. The planning process involved optimised site selection driven by proximity targeting using PML Group’s Pinpoint mapping system fused together with Locomizer data which heat mapped the bespoke QSR affinity group using smartphone app data.
The campaign was planned and placed by Mediaworks and Source out of home, part of PML Group and the creative was by Leo Burnett. OOH is a very important medium for the famous fast-food chain to drive sales and reach target customers as well as to bring life to MONOPOLY at McDonald’s campaign.
The OOH creative displays the prizes bursting out of the MONOPOLY promotional food items, and plays on the physical action of peeling the MONOPOLY game labels off the McDonald’s promotion food items, by asking the question, do you Peely Peely?”
OOH is an apt medium to build awareness and engagement as well as ideal for a time-limited promotion such as MONOPOLY at McDonald’s. Optimising the chosen locations via Locomizer and using bus shelter wraps helped to increase the efficiency and created the right buzz around this exciting promotion.