McDonald's goes all out for latest global campaign with OOH advertising strategy

McDonald’s has partnered up with Sino Group to launch out-of-home advertising billboard for its latest global branding campaign “Raise Your Arches”. 

As the first market in Asia to carry out the campaign, the campaign has driven a drastic increase in McDonald’s Hong Kong’s Instagram followers by 30% and attracted over 350,000 social media engagements, as well as 10,800,000 impressions, according to the release.

To raise more eyebrows, McDonald’s has taken the promotion from online to real life. In a collaboration with Sino Group, “Raise Your Arches” campaign videos can be checked out on the LED advertising billboard on Tsim Sha Tsui Centre and Empire Centre Shopping Arcade from 6 February.

The advertising wall is destined to become the biggest outdoor photo spot for HongKongers to share the joy of the Year of the Rabbit and “Raise” more arches.

Furthermore, the campaign will also be featured at the escalators at Causeway Bay MTR station. A truck showcasing a music video made especially for the campaign featuring multiple Warner Music singers will continue to wander in the city’s busiest districts, from Causeway Bay, Wan Chai, Central, Tsim Sha Tsui to Mong Kok.

The brand is also continuing the e-voucher giveaway campaign on Instagram, following a strong result in the first phase with over 368,000 participants. This time, McDonald’s will be giving away 50,000 iconic food items including Crispy Thigh, McNuggets and more.

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Done in collaboration with DDB Group HK, the campaign lies at the heart of the brand’s global “Fan Truths” strategy, which begins with the hero video featuring office workers using their eyebrow “arches” to invite others to join them for a bite at McDonald’s.

The brand is also starting a new partnership with Warner Music that allows customers to enjoy the latest international and local pop music in McDonald’s restaurants, with global superstars and Grammy award winners such as Ed Sheeran, Coldplay, Bruno Mars, Dua Lipa to local pop stars MC Cheung, Dear Jane and Panther Chan. The campaign playlist is now available on Spotify.

With the unique line-up of singers, celebrities, and influencers and the primary target audience in mind, this is a social-first as well as an OMO (online-merge-offline) campaign to tap into the growing segment of Gen Z customers.

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