Surprise Fries

Out of Home format/s
Interactive Street Poster takeover + Large Format Digital Billboards and Digital Street Furniture

Campaign Details
This was the inaugural Surprize Fries campaign in NZ, and as such, McDonald’s needed to build comprehension of the new mechanic as well as generate hype and excitement. A high-impact takeover with peelable stickers was created so that consumers could peel and scan for their chance to  win a prize within the My Macca’s App.

Judges’ Comments
We thought that McDonald’s maximised its impact in this channel by adding a level of interactivity and engagement to the execution. The work was crafted for the placement, successfully driving awareness and unpacking the offer for the consumer. We’d like to see future entries into this category that show an innovative and creative use of the channel. Answering how an idea is applied to the channel/channels to maximise the impact of the work. We encourage work that isn’t a simple copy-and-paste of visual assets and messaging.

Category:
Best use of Channel
Advertiser:
McDonald’s
Campaign:
Surprize Fries
Creative Agency:
DDB
Media Agency:
OMD