By shifting to an always-on digital out-of-home (OOH) strategy and a focus on mass personalisation, McDonald's has been able to increase footfall to key restaurants.
The fast-food giant began implementing the strategy after making the call to drop its spot on the iconic Piccadilly Circus lights, as it found the "expensive" location was no longer delivering the impact it required.
Because while it was great at building brand fame, which McDonald's UK marketing director Ben Fox says is still "very important", the brand was keen to start using digital OOH to engage people on-the-go and get them into restaurants.
"[Piccadilly Circus] is quite an expensive site. It's very iconic and played a role for us from a brand building perspective, but we took [the decision] to create a long-term digital holding, which gave us the opportunity to dynamically update our creative messaging to be more relevant and contextually targeted to customers at scale, across the UK rather than just one sign," Fox tells Marketing Week.
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