McDonald’s SG steps up the crunch with McCrispy MRT takeover

McDonald’s Singapore is bringing the crunch to commuters with a new out-of-home (OOH) activation at Dhoby Ghaut MRT station to promote its latest menu item, the McCrispy burger.

In partnership with Omnicom Media Group agency OMD Singapore, the fast-food giant has transformed the station’s Exit D staircase into an interactive “McCrispy crunch” experience. Each step triggers a crunch sound and lights up, mirroring the burger’s signature crispiness.

The takeover extends beyond the staircase with floor and wall visuals splashed in McDonald’s signature yellow and bold imagery of the McCrispy Burger. According to OMD, the location was chosen for its heavy foot traffic, Dhoby Ghaut MRT station records over 3.9 million commuters monthly, and its direct access to Plaza Singapura, which houses a McDonald’s outlet.

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To further amplify the campaign, McDonald’s has rolled out bus panels, digital placements on YouTube and TikTok, and radio ads across Class 95, Yes 933, 987FM and RIA 897.

The out-of-home push complements a social-led campaign fronted by Mediacorp artiste Chantalle Ng and a lineup of KOLs. From 29 August to 3 September, teaser content ran on the McDonald’s app, social platforms, YouTube and free-to-air TV, while influencers teased the launch on their channels to drum up buzz. The campaign officially went live on 4 September.

“Partnering with OMD has brought this campaign to life in a bold and engaging way. As a beloved brand in Singapore, McDonald’s strives to create memorable moments that stay with our customers long after the experience ends. The 'McCrispy crunch' staircase reflects our shared vision of using innovative ideas and strategic media to reimagine the consumer experience," said Danny Fu, senior manager, marketing and digital at McDonald's Singapore.

In tandem, Adamson Alagan, general manager, OMD Singapore said, “Our aim is to always help McDonald’s show up in moments that delight our consumers, and the 'McCrispy crunch' staircase is a perfect example of this. Rather than just introducing the new burger, we wanted our fans to savour its iconic crunch in an immersive way."

"This OOH activation reflects our enduring partnership with McDonald’s, and their confidence in us to deliver inspiring work that drives brand engagement and memorable ‘feel good’ moments. We are thrilled to delight Singapore with our next exciting idea," he added. 

The McCrispy stunt follows a string of experiential MRT activations in Singapore. In April, Subway rolled out a multi-sensory campaign that engaged sight, sound, touch and smell, while earlier this year SBS Transit partnered fragrance brand Lynk Fragrances to infuse Downtown Line stations with pine-inspired scents.

Last year, Danish leather footwear and lifestyle brand ECCO unveiled Singapore's largest 3D shoe installation along the walkway between the North South and North East lines at Dhoby Ghaut MRT station. The 3D shoe installation took the form of the brand's GRUUV shoe. Meanwhile in August 2024, Coway unveiled a complete station domination at Dhoby Ghaut MRT station, in conjunction with its launch in Singapore, showcasing its global brand ambassador K-pop band BTS. The takeover includes wrap on escalators, pillars in the station and more.

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