McDonald’s has conceived an astute way of using its branding to lead commuters into its outlets, by sharing bits of its famous golden arches upon select outdoor ad buys.
The campaign from Cossette segments the arches to funnel drivers off the road at intersections where there are McDonald’s. Evoking a Wizard of Oz’s ‘Follow the Yellow Brick Road’, viewers are urged to ‘Follow the Arches’
The fact that the brand can syphon off full chunks of its logo and still achieve brand recognition displays a sign of confidence previously exhibited when it ran unbranded ads starring Mindy Kaling.
Andrew Mumford, regional marketing supervisor at McDonald’s, said: “The campaign is a playful example of how the arches are recognizable, even when the consumer only sees a portion of the logo.”
Peter Ignazi, chief creative officer at Cossette, added: “We noticed that all over Canada, from major cities to small towns, you could find signs directing you to the nearest McDonald’s. This campaign is a nod to those signs, but with a fun visual twist. With minimal text and a creative use of the brand’s colours and logo, Follow the Arches not only translates on a national, but a global scale.”
The stunt was restricted to four billboards, (three static and one digital) across Toronto. After a successful trial in February, it could be extended globally.