To announce the return of the hugely popular Monopoly prize game, McDonald’s has kicked off a revitalised, tactical, copy-led digital OOH campaign to encourage consumers to ‘Peel and Play’. The UK-wide dynamic activation contextualises copy using date, weather, and prize data and will run across Retail, Roadside and City Centre locations for four weeks from 21st March – 19th April.
The revamped style creative uses retro comic speech bubbles announcing, “Winning feels as likely as getting caught in the rain without an Umbrella” on a bad weather day, for example. Bursts of activity run across the month and tap into date, weather and prize data with copy lines that play on the real-time conditions experienced at each billboard. A live counter also reveals the number of prizes claimed so far with the added call to action to “Get peeling for that winning feeling.”
The revamped campaign was created by Leo Burnett, produced by Grand Visual, with planning and buying by OMD and Talon. Dynamic content is managed and delivered by QDOT, using ad tech platform OpenLoop, to analyse Met Office data and trigger the geotargeted playout of messages.
Dan Dawson, Chief Creative Technology Officer at Grand Visual, added: “The retro, sixties style vector artwork combined with the dynamic and contextual messaging makes this a simple, eye-catching and engaging execution that remains fresh and relevant throughout the duration of the campaign.”
Vicky Marshall, Client Director at Talon, adds: “The brand’s successful Monopoly OOH campaigns have evolved significantly to drive real consumer action and engagement using smarter digital OOH that is dynamic and contextual. This supports wider brand activity that really stands out and elevates people’s experience with McDonald’s.”
- Project: Monopoly
- Brand: McDonalds
- Creative Agency: Leo Burnett
- Agency creative directors: Dan McCormack & Luke Boggins
- Agency creative team: Cassandra Jamcotchian & Hayley Power
- McDonald’s: Katie Parker, Chloe Bissell, Amy Gledhill & Gaby Lovatt
- Media Agency: OMD
- Media Specialist: Talon
- Production Company: Grand Visual
- Chief Creative Technology Officer: Dan Dawson
- Creative Director: Ric Albert
- Production Director: Nadiya Abubakar
- Account Director: Ben Clissen
- Producer: Ben Privett
- Delivery: QDOT OpenLoop
About Grand Visual
Grand Visual is an award-winning production company providing creative services for digital OOH. Made up of experts in creative, technology, production, storytelling, and digital marketing, Grand Visual craft compelling stories which maximise the effective use of digital OOH for advertisers and agencies around the globe.
QDOT is an independent ad tech business delivering smarter campaign management for digital OOH at scale. The suite of platforms allows advertisers and agencies to efficiently deliver, track and optimise campaigns with real-time, reactive messaging and scheduling capabilities.
QDOT offers some already well-established platforms including OpenLoop and FileDrive, which to date, have delivered over 1,600 campaigns across Europe, Asia, Australia and the Americas. With offices in London and New York, QDOT is trusted by some of the world’s largest OOH media buyers including Talon, Kinetic, Omnicom Media Group, MediaCom and Rapport.