McDonald's France Delivers Vibrant, Direction-Giving Billboards
Grace Mahas — August 5, 2019 — Marketing
References: mcdonalds.fr & thedrum
McDonald's France recently unveiled its new, minimalist directional billboards that help drivers find its restaurant location using a trail of french fries for visual clues. The out-of-home ads also feature text on the imagery which includes: "2nd exit at the roundabout," "Turn left," and so forth. The brand has created 64 different versions of the billboards which can be used at various locations.
This is not the first time McDonald's has used branded imagery to direct drivers to its restaurants. In 2018, the company used the famous 'Golden Arches' to help customers locate the restaurants. Its new campaign continues to use playful and colorful artwork to entice consumers to "follow the yellow brick road" into a McDonald's restaurant.
The target demographic for the ads range from hungry commuters to lost travelers, and even eager children.
This is not the first time McDonald's has used branded imagery to direct drivers to its restaurants. In 2018, the company used the famous 'Golden Arches' to help customers locate the restaurants. Its new campaign continues to use playful and colorful artwork to entice consumers to "follow the yellow brick road" into a McDonald's restaurant.
The target demographic for the ads range from hungry commuters to lost travelers, and even eager children.
Trend Themes
1. Visual-clue Billboards - With the use of visually appealing signs, brands can direct and lead the audience towards their point of interest.
2. Interactive Out-of-home Advertising - Incorporating interactive elements to out-of-home advertising can enhance consumer engagement and provide a unique experience.
3. Branded Location-based Marketing - Using recognizable brand elements, such as logos or imagery, in location-based marketing can improve brand recall and increase foot traffic.
Industry Implications
1. Fast Food - The fast food industry can use visually-striking billboards to stand out and attract customers in highly-competitive locations.
2. Tourism - Tourism industry players can leverage interactive out-of-home advertising to lead visitors to nearby attractions and create memorable experiences.
3. Retail - Retailers can use location-based marketing with colorful and playful artwork to direct shoppers to their stores and increase foot traffic.
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