McDonald’s Qatar took a different approach to their summer coolers campaign by using weather-responsive out-of-home ads.
It invited passersby to “cool down” with its summer coolers by leveraging the hot temperatures in the country.
The campaign leveraged the heat of the summer to position the Summer Coolers line-up as a source of relief and refreshment for consumers.
The brand and its creative agency, Saatchi & Saatchi Qatar, tapped into the insight that during peak summer, temperature is often at the top of the mind for consumers.
In order to bring the campaign to life with the insight, they used Elan Media’s temperature-sensitive programmatic digital out-of-home (pDOOH) billboards to display the temperature in real-time.
The ads showed the current temperature on billboards with the question “Too Hot?” before moving to the imagery of McDonald’s coolers urging the passerbys to have the Summer Coolers to cool down and beat the heat.
“When the heat index soars, beat the heat with McDonald’s line-up of summer drinks: Summer Coolers,” said, the campaign’s message timed with the temperature update.
The Summer Cooler campaign results
Given the different approach of the campaign to use real-time temperature, the Summer Cooler campaign generated more buzz and created a real-time connection to consumers.
According to Elan Media, the campaign saw an overall 7 per cent sales growth for the Summer Coolers line-up, with the Frappe drinks seeing the biggest increase of 88 per cent. The Iced Americano sales increased by 30 per cent, followed by a 17 per cent increase in Smoothies sales.
The campaign adopted an omnichannel approach and leveraged the following digital platforms: Meta, TikTok, YouTube, Immobi, and outdoor Mupis.
The combination of dynamic advertising messages with the out of home media channel added a strong value proposition to the summer drinks line-up and lent itself to creative opportunities.
