Macca’s hacks its own OOH in new ‘Ad Ons’ campaign via LUMO and DDB Aotearoa

McDonald’s NZ, DDB Group Aotearoa and OMD New Zealand have joined forces with LUMO to hack their network of digital billboards by utilising a media space that was hiding in plain sight all along – the little screen at the bottom of every digital billboard that displays the LUMO logo.

The challenge from Macca’s to the team at DDB was to create a campaign that gets Kiwis adding more to their meals, in a way that resonated with McDonald’s fans.

Says Gary Steele, chief creative officer at DDB Group Aotearoa: “Stand at the counter of your local Macca’s and you’ll hear a chorus of customers saying ‘aaaaaaaaaand aaaaa….’ as they stare up at the menu board and decide which little treat to add to their go-to order. That was the very human moment that got us excited.”

And Macca’s Ad-Ons was born. Using McDonald’s sales data, the team at LUMO paired New Zealand’s big favourites with the little ones we love most to add on at the counter and streamed them throughout the network of mini screens.

Simply adding on to the bottom of digital billboards just like Macca’s fans add on to their orders, is a concept that has never been done before and has broken new ground as a media first.

Says Luke Rive, director of marketing at McDonald’s NZ: “Macca’s Ad-Ons hits that sweet spot of inspiring our customers and growing the business too. Hearing more and more customers adding extra Nuggets, McFlurries and Apple Pies to their orders is music to the ears of our franchisees. This inventive concept from DDB – adding a tasty little extra to our digital billboards – is simple, smart and we love it.”

Says Rex Carpenter, creative solutions specialist at LUMO: “When the DDB team first brought this idea to us, the complexities had it hovering over the too-hard basket. But breaking convention is always worth it, so we pulled out all the stops to bring this brilliant media idea to life across our screens.”

Client: McDonald’s
Luke Rive, Director of Marketing
Leigh Benvie, Head of Brand & Media
Creative Agency: DDB Group Aotearoa
Media Agency: OMD New Zealand