21% More Visitors at McDonald’s
TV advertising that not only captures hearts but also drives action. A dream? Not with full connected TV! McDonald’s, together with OMD and Accurat, proves it’s possible through an innovative approach.
The challenge: turning storytelling into results
Television advertising is often regarded as the ideal medium for powerful storytelling. But what if it could do more? What if TV could not only tell a message but also bring more customers to your store? That’s exactly what McDonald’s set out to achieve with Full Connected TV: making advertising so targeted and measurable that it goes beyond brand building and inspires real action.
The approach: smart, innovative, and impactful
Together with OMD and Accurat, we developed an innovative, data-driven strategy where precision and creativity went hand in hand:
Smart targeting & measurement: By using mobile IDs and location data, we made store visits measurable. This allowed us to precisely track users who had seen the campaign.
Control vs. exposure: We analyzed two groups: those who saw the ads and those who didn’t, isolating the campaign’s effect.
Creative consistency: The focus was on snackable videos tailored to specific products like the Filet-O-Fish Wasabi and McSpicy. The Full Connected TV campaign perfectly complemented the offline OOH campaign.
The results: more than just numbers
Looking for impactful results? McDonald’s recorded a 21.1% increase in store visits—a 55% rise compared to the benchmark for drive-to-store campaigns (12%).
But it’s not just about percentages. It’s about impact. Thanks to Full Connected TV, McDonald’s didn’t just engage customers with their story; they inspired them to act.
TV campaigns that make mouths water and drive action? That’s the power of full connected TV for McDonald’s!
Your brand, straight to the heart of Belgians
Full Connected TV combines the power of the big screen with the precision of digital targeting. In short: the ideal media mix for sustainable brand growth. Whether you're looking for more impactful storytelling or driven by measurable results, we deliver solutions that work.
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