MCDONALD’S QATAR DEMONSTRATES INNOVATIVE USE OF MEDIA WITH SUMMER COOLERS CAMPAIGN
If there is one issue that is certain to be top-of-mind during the peak of summer in Qatar, it is the temperature. From 24th June to 15th July, McDonald’s Qatar, their creative agency Saatchi & Saatchi Qatar, and media company ELAN leveraged this opportunity for outdoor advertising.
Launching Qatar’s first-ever weather-responsive programmatic digital out-of-home (pDOOH) advertising campaign, McDonald’s Qatar used ELAN Media’s temperature-sensitive pDOOH to display the temperature in real-time. It transformed the message of the campaign into a perfectly-timed, refreshing invitation to the passersby – When the heat index soars, beat the heat with McDonald’s line-up of summer drinks: Summer Coolers.
The campaign adopted an omnichannel approach and leveraged the following digital platforms: Meta, TikTok, YouTube, Immobi (for interstitial mobile ads), and outdoor MUPIs.
The combination of dynamic advertising messages with the chosen media channel added a strong value proposition to the summer drinks line-up and lent itself to creative opportunities. Ultimately, the campaign leveraged the universal truth of the summer to successfully position the Summer Coolers line-up as a source of relief and refreshment for consumers.
The campaign saw an overall 7% sales growth for the Summer Coolers line-up, with the Frappe drinks seeing the biggest increase of 88%. The Iced Americano sales increased by 30% followed by a 17% increase in Smoothies sales.
By using an adaptable and dynamic strategy, the campaign tapped into exciting new opportunities in the evolving field of pDOOH advertising in the region. Because of the out-of-the-box tailored strategizing, the Summer Cooler campaign generated more buzz and created a real-time connection to consumers. It resulted in a refreshing take on the annual summer drinks line-up that amplified sales and audience engagement. The campaign marks a remarkable and inventive moment in the market that proves the effectiveness of pDOOH and paves the way for creative opportunities in the future.
