Starting this week, whoever passes through the main roads of São Paulo (SP) will be surprised with giant McFrites from McDonald’s. The action, signed by GALERIA, through Vitrine, its business hub specialized in outdoor media, is unprecedented and innovates in the way of using JCDecaux’s out-of-home media stations, the largest company in the segment in the world.
This is the first time that street clocks are replaced by a three-dimensional structure in the composition of the piece, as opposed to the insertion of a simple appliqué, as normally occurs in advertisements of this type.
“We believe in the power of OOH to bring effective results to our clients. With this initiative, we demonstrate in practice how outdoor media can be used in an immersive way and with an impact on the connection between brands and consumers”, says Paulo Ilha, founding partner and Chief Media Officer of GALERIA in charge of the Vitrine hub – the nucleus operates with a dedicated team, its own tools and data intelligence in the development and management of out-of-home actions.
In addition to surprising people on the streets of the city, McDonald’s is also preparing a promotion. Until 4/18, anyone posting a photo of the watches on Instagram or Twitter and tagging the restaurant guarantees a coupon for two Mega McFritas for R$19.
“With this action, we are taking our iconic McFrites to the streets as a way to generate conversation with the public. It is playful and shows the possibilities we have to make the pieces of communication even more interesting for the consumer. Even more enjoyable is generating engagement with the brand’s fans, encouraging them to take the conversation to their social networks”, highlights João Branco, VP of Marketing at McDonald’s.
The scenography of the watches was produced by Bizsys, using materials such as fiberglass and acrylic with artistic paint, to give even more veracity to the scenographic potatoes of McDonald’s.
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