McDonald's reached 1.4 million audiences in the Philippines, at 142.63% of what was promised.
Philippines · 100-day tracking period · Dynamic DOOH · weather triggers · with GroupM
▸ The Challenge
McDonald's was launching McSavers Mix & Match and wanted maximum reach against the target, not just maximum plays. A flat schedule would spend the same on a wet Tuesday as on a payday Friday.
▸ What We Did
- ▸Built three creatives for sunshine, heavy rain and Petsa de Peligro
- ▸Served each one only when the live condition it was written for was true
- ▸Reviewed site performance weekly across the tracking period
- ▸Moved spots off underperforming sites onto higher-performing ones
Why it worked: Three conditions meant three reasons to look, and weekly reviews moved the money to the sites that were actually delivering.
▸ The Proof
1.4M+
Audiences reached
142.63%
Of promised delivery
100
Days tracked
McDonald's × Moving Walls · PhilippinesSource: campaign reporting · June 1, 2023 · movingwalls.com
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