McDonald’s has partnered with JCDecaux Singapore to be its launch advertiser for the latter's island wide bus shelter networks, marking the start of a long-term partnership with the fast food giant.
McDonalds’ campaign taps on the wide reach of the launch advertiser package to highlight its four value offerings to audiences in residential estates, namely the “Grab & Go breakfast”, “Happy Sharing Box”, “McDelivery” and “Extra Value Meal”. In addition to this, McDonald’s will continue ads on three panels in JCDecaux’s street side network from June, directing passers-by to the nearest McDonald’s outlets in Tampines, Hougang and Serangoon.
The bus shelter campaign comprises of four different visuals on 400 six-sheet advertising faces, starting today, targeting ads according to audiences in these areas. According to the statement, more launch advertisers are slated to come on board in the following weeks for bus shelter ads in other areas.
This marks JCDecaux Singapore’s return to bus shelter advertising after clinching the seven-year bus shelter concession in February 2018. With JCDecaux diversifying its out of home offerings island wide, allowing it to cut across several platforms and complement existing platforms in malls, billboards and the airport.
Apart from static panels in residential estates, JCDecaux has revealed plans to roll out 86-inch digital panels to the Orchard and Business districts in September 2018. These 38 screens will have the capabilities to deliver smart digital solutions, such as contextually relevant campaigns, to deepen brands’ engagement with audiences.
Agatha Yap, McDonald’s Singapore senior director of marketing and digital innovations, said in a statement that the prominence of OOH media such as JCDecaux’s bus shelter ads capture the attention of passers-by, directing them to nearby McDonald's outlets.
"Furthermore, JCDecaux’s networks afford us the flexibility to direct our ads at targeted groups to deliver messages most relevant to our customers. It is the pervasiveness of these bus shelters that make the man in disputable choice for us to partner JCDecaux as the launch advertiser for the bus shelters.”