The popular MONOPOLY at McDonald’s promotion is back. Now in its fourth year, the fast-food company is using a combination of Out of Home formats to delivers a mass awareness-building campaign across the country, including Large Format, 6 Sheet, Transport and Digital OOH formats. These are complemented by five bus shelter wraps in key high-density traffic and pedestrian locations in Dublin.
The planning process involved optimised site selection driven by proximity targeting using PML Group’s Pinpoint mapping system fused together with Locomizer data which heat mapped the bespoke QSR affinity group using anonymised smartphone app data.
The campaign was planned and placed by Mediaworks and Source out of home, part of PML Group. The creative was by Leo Burnett.
According to Cliona McDonnell, Brand Manager, McDonald’s: “Out of Home continues to be a very important medium for McDonald’s to drive reach and scale with our consumers, and in bringing to life our MONOPOLY at McDonald’s campaign. The impactful creative captures the prizes bursting out of the MONOPOLY promotional food items, and plays on the physical action of peeling the MONOPOLY game labels off the McDonald’s promotion food items, by asking the question, do you Peely Peely?”
Orlagh Keane, Senior Account Manager, Source out of home adds: “OOH is the perfect medium to build coverage and awareness quickly – ideal for a time limited promotion such as MONOPOLY at McDonald’s. Optimising the chosen locations via Locomizer and using bus shelter wraps brought heightened efficiency and an added buzz to this exciting promotion.”
