McDonald’s Singapore launches breakfast promotions and menu with Clear Channel Play

McDonald’s has launched a breakfast promotion with the first ever time-sensitive campaign on Singapore’s digital 6-sheet Out-Of-Home network Clear Channel Play.

Clear Channel Singapore launched Play late last year, introducing a myriad of possibilities for brands to power up their campaigns through real-time, tactical, topical and flexible communications. The collaboration between DDB, OMD, McDonald’s and Clear Channel for the launch of McDonald’s latest breakfast promotions leverages on Play’s capabilities to deliver the pioneer time-sensitive campaign across Clear Channel’s digital Out-Of-Home network.

The campaign was timed for the synchronised launch of National Breakfast Day on the 18th March 2013 across other McDonald’s markets in Asia, the Middle East and Africa.

“National Breakfast Day is the world’s largest ever breakfast giveaway and a great chance for McDonald’s to engage with our customers. This initiative gave us the opportunity to thank our customers for their continuous support and at the same time, provided a great platform for McDonald’s to champion a more positive ‘Get up and Go’ spirit with Singaporeans.

With Clear Channel Play, we have been able to reach our customers in a creatively new and impactful way” said Yvonne Low, Senior Director, Marketing & Communications, McDonald’s Singapore.

The Singapore campaign with Clear Channel Play was split into three portions; the teaser, the launch of National Breakfast Day and McDonald’s updated breakfast menu. The campaign’s dynamic visuals were scheduled to change according to the specific day and time. During the teaser, the panels featured a happy vibrating egg “alarm clock” to capture the attention of consumers as they play, relax and shop in the business, retail and entertainment core of Singapore; the Orchard shopping belt and the Central Business District, where the Clear Channel 6-sheet digital panels were located.

On the 18th March 2013, the nation awoke to a bigger and brighter start to the morning as McDonald’s gave away 100,000 free Egg McMuffins island wide in celebration of National Breakfast Day. The visual changed to show the egg getting squashed by a larger than life Egg McMuffin complete with the flashing word “FREE”, to remind consumers to head down to the nearest McDonald’s outlet to redeem their FREE Egg McMuffin.