McDonald's flaunts partnership with GrabFood with OOH campaign

To promote its partnership with GrabFood, McDonald’s has launched a campaign on Clear Channel Singapore. Working with its media agency OMD Singapore, McDonald’s executed a 3D ‘neon’-lit installation at bus shelters in raising awareness for this collaboration.

The campaign will run until 26 December 2018. The idea cleverly outlines the entire route that eventually forms the shape McDonald’s French fries against a backdrop of a GPS map. It is lit up using LED tubes that simulates neon lighting, making it the first of its kind for its outdoor creative visual experience with the aim of boosting awareness.

“We are excited to announce our partnership with GrabFood as a complementary extension to our 24-hour McDelivery platform, to extend our convenience footprint and provide customers with greater accessibility to their favourite McDonald’s food. For the announcement campaign, we wanted to showcase the strong brand interplay and partnership between McDonald’s and GrabFood in a fun and impactful way. We turned our iconic McDonald’s Fries green and applied it as a strong mnemonic device across different platforms,” said Agatha Yap, senior director of marketing and digital innovation, McDonald’s Singapore.

“Out-of-home advertising gives brands the ability to use the space in unorthodox ways that can catch their target audience. In this campaign, McDonald’s and Grab cleverly executed an idea that otherwise would not have the same impact if done on another channel,” said Amanda Woo, head, client partnerships and Business Development.

The installation can be seen at three sites over the course of the campaign – Bugis Junction, Woodlands near Admiralty and Bras Basah outside Hotel Rendezvous. These sites have been selected for their high traffic and are places where McDonald’s target audience are up and about.