The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Creative McDonald's Ddb

McDonald's takes over Clear Channel screens in Singapore for National Day burger launch

Author

By Shawn Lim, Reporter, Asia Pacific

July 20, 2017 | 2 min read

McDonald’s has created a burger inspired by local cuisine in Singapore to celebrate National Day 2017.

McDonald's

McDonald’s took over 150 Clear Channel Singapore’s digital out of home (OOH) screens

In a deal to spread the joyous message, McDonald’s took over 150 Clear Channel Singapore’s digital out of home screens on 13th July to promote their newly launched Nasi Lemak Burger.

This is the first time ever that a single brand has bought out close to all the digital screens in a single day and it is estimated to generate about 234,123 views throughout the entire activation.

The campaign has been running on two different 'share of voice' to reach out to ideal target audiences at different time of the day.

Lexi, Clear Channel’s newly launched video analytics will also be deployed to provide actual campaign performance metrics for the execution. It claims to track not only footfall, but also span of attention, number of views and the demographics of people within the bus shelters during the campaign period.

“The tide is shifting towards greater accountability and stronger measurements within the advertising industry,” said Amanda Woo, head of commercial, Clear Channel Singapore.

“With Lexi, we’re able to maximise our client’s media investment through sharper data metrics.”

The media agency for the campaign is OMD and the creative agency is DDB Singapore.

McDonald's: advert-top-1 by ClearChannel

By McDonald's

Overall Rating 3/5

Vote now
Creative McDonald's Ddb

More from Creative

View all

Trending

Industry insights

View all
Add your own content +