McDonald’s wants to convert the daily journey of thousands of New Zealand drivers into a consumption opportunity almost snapshot through its new outdoor advertising campaign “Yum Only Takes A Moment”, developed next to the Aotearoa DB agency and the exclusivist of Digital Digital Advertising Lumo.

The proposal resorts to the real -time update technology of Lmo to show, on digital screens located in Auckland, Wellington and Christchurch, how many exact minutes separate the driver from his next order in the Drive Thru closest to McDonald’s.

Thus, the Integration with Google Maps It facilitates estimates at the minute of the diversion time from the current route and the connection with the internal API of McDonald’s adds the average waiting time in the window of each restaurant. In this way, the message is activated exclusively at peak hours to impact those who spend the longest on the road and, predictably, have greater appetite.

“The traffic is never fun, but if you think of McDonald’s it can be more bearable. This campaign rejoices the journey by calculating traffic and waiting time live, encouraging to break the monotony of driving”Leigh Benvie, Head of Brand & Media has commented on McDonald’s New Zealand.

And the campaign illustrates how the operational data of the company itself, such as waiting times, can be integrated with external sources such as traffic to create immediate utility messages. By activating only in high congestion stripes, the investment is optimized and the relevance perceived by the target audience is increased, turning a pain point such as the jam into a Emotional bond with the brand in everyday situations.

“Instead of resorting to real images, we decided to play with the data: that spark that you feel when you decide Add Rory McKecknie, Executive Creative Director at DDB Aotearoa

“Yum Only Takes A Moment” is a reflection of the potential of the DOOH when it is fed with real -time information and is aimed at solving a potential need for the consumer.