McDonald's Malaysia is taking the concept of personalisation beyond digital screens with the roll out of its latest OOH campaign. The campaign celebrates famous Malaysian sights and sounds with visuals unique to each location, constructed using McDonald's food such as fries, burgers, nuggets and ice cream. The different places include PETRONAS Towers, Sunway Pyramid, the Penang Bridge, the turtle nestings in Terengganu and Batu Caves.
In a statement to A+M, McDonald’s Malaysia’s marketing director Eugene Lee said the campaign, which launched earlier this week, will gradually roll out on more than 50 billboards across Malaysia. He added that the company invested approximately RM300,000 for visual changes on the billboards. Leo Burnett was involved in the creative aspect of the campaign while media buying is handled in-house.
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"It’s part of our effort to really localise the brand here in Malaysia and touch our customers by being locally relevant," he said. Lee added:
Many marketers nowadays talk about hyper personalisation, and that’s usually a theory applied to digital advertising.
As such, he is trying to push the envelope by implementing the concept of personalisation to its outdoor strategy. According to Lee, the brand is not looking at driving immediate sales dollars with the campaign, but instead boost its brand score marks, especially in the aspect of localisation.
"Brand scores are extremely important to drive long term sales growth. When customers feel good about the brand, they’re likely to visit more often, and be more open to marketing messaging," he said. Lee added that feedback from consumers has been "great" and "positive", with many of them applauding the campaign for being relevant locally.
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