OMD Singapore turns every step into a McCrispy experience at Dhoby Ghaut MRT

As part of the launch for the new McDonald’s McCrispy Burger in Singapore, Omnicom Media Group (OMG) agency OMD has introduced the McCrispy Crunch staircase at Dhoby Ghaut MRT station. With every step, commuters experience an interactive crunch sound accompanied by illuminated steps, creatively bringing to life the loud enjoyment and signature crispiness of the new McCrispy Burger.

Positioned at Exit D, the staircase leads to Plaza Singapura, home to a McDonald’s outlet on Basement 1. The OOH artwork extends across the floor and surrounding walls, featuring bold visuals of the new McCrispy Burger alongside McDonald’s signature yellow, creating an eye-catching brand takeover. Additionally, Dhoby Ghaut station’s prime position as a central interchange with over 3.9 million monthly commuters offers the campaign an ideal platform to maximise visibility and engagement.

Aside from the McCrispy Crunch staircase, other media activations include bus panels, digital buys on platforms such as YouTube and TikTok, as well as radio ads on Class 95, Yes 933, 987FM and RIA 897.

The OOH activation is part of a broader, social-led campaign featuring Mediacorp artiste Chantalle Ng and other KOLs. From 29 August to 3 September, teasers featuring Chantalle will run on the McDonald’s app, Facebook, Instagram, YouTube, free-to-air channels. Meanwhile, the KOLs, known for their loud personas on social media, also posted teaser content on their platforms from 29 to 31 August to amplify the hype, reinforcing the thrill and pure satisfaction consumers will experience with every bite of the new McCrispy Burger. The campaign officially launches on 4 September.

Danny Fu, Senior Manager, Marketing & Digital at McDonald’s Singapore, said: “Partnering with OMD has brought this campaign to life in a bold and engaging way. As a beloved brand in Singapore, McDonald’s strives to create memorable moments that stay with our customers long after the experience ends. The McCrispy Crunch staircase reflects our shared vision of using innovative ideas and strategic media to reimagine the consumer experience.”

Adamson Alagan, General Manager at OMD Singapore, said: “Our aim is to always help McDonald’s show up in moments that delight our consumers, and the McCrispy Crunch staircase is a perfect example of this. Rather than just introducing the new burger, we wanted our fans to savour its iconic crunch in an immersive way. This OOH activation reflects our enduring partnership with McDonald’s, and their confidence in us to deliver inspiring work that drives brand engagement and memorable ‘Feel Good’ Moments. We are thrilled to delight Singapore with our next exciting idea!”