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CASE STUDY: McTimetable by DDB Warsaw

Provided by Contagious Communications Ltd.
McDonald's makes train timetable with waiting times displayed in burgers.

What was the Challenge / Background of the Campaign?

To attract customers to the McDonald's in Warsaw's central station.

What was the Campaign Objective?

To encourage more people to eat in the McDonald's while they waited for their train.

What was the Solution?

Utilising digital billboards, McDonald's displayed the time until the next train in McDonald's products. Ie, a short wait was depicted with a coffee, a longer wait with a burger, fries and a soft drink.

What were the Results?

4,500 extra customers within just a month. 9.5m people have seen the timetable on TV, radio, press, YouTube, major sites and portals. Via DDB Warsaw, Poland, the billboard has just won a Bronze Promo at Cannes Lions 2012.

What were the Key Learnings of this Campaign?

McDonald's utilised a digital billboard in a smart way: It displayed the time people had before their train in a vivid and tangible way. It attracted a large amount of people to visit McDonald's and created a notable increase in customers.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsPassengers waiting for trains
16 - 24
25 - 34
Both
ABC1
OUTDOOR / DIGITAL OUTDOOR
UNUSUAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
GLOBALAll YearDIRECT RESPONSEPUBLIC RELATIONS
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