McDonald’s and Grand Visual are using traffic data to deliver contextual advertising messages to commuters – with the intent of luring them into the chain’s nearby restaurants.
The campaign called Traffic Busters is running from 6th to the 15th November across UK digital billboards. It looks to entice drivers with copy putting the spotlight the menu items.
For example, during periods of high traffic volumes it may say: “Stuck in a jam? There’s a light at the end of the tunnel.”
Dan Dawson, chief creative technology officer at Grand Visual, said: “This tactical campaign is a great use of the medium. Simple, tantalising, recognisable product shots stimulate the appetite during fast flowing traffic, whilst longer contextual copy lines run during heavy, slow moving traffic, acknowledging the delays to deliver a relevant and powerful call to action.”
Helen Saffer, business director at Talon, added some more context to the activity stating that some of the busiest roads in the UK were picked for the activity. “Through smart use of data we have used digital OOH to the best of its capabilities to ensure a contextual, striking and relevant message for consumers.”
Media was planned and booked by OMD and Talon respectively across 10 UK cities. The campaign was managed using OpenLoop which was fed Google Traffic API and geo-targeted messages directing to nearby McDonald’s locations.