We speak late night

After a night out on the town, the craving for a delicious feast sets in, and in New Zealand the go-to for a late night feast is McDonald’s. Over time we noticed our late night customers had developed their own dialect, a language of sorts. So we tapped into this insight and did something no one had ever done before, talked to them in their own language.

We used data to find out the most popular late night orders and created engaging headlines that appealed to the late night ‘state of mind’ - headlines that were entertaining to read and even more fun to decipher. These were then combined with distorted, yet appetising photography to appeal straight to tastebuds. Using targeted and time-based media placements, our out-of-home assets lit up the dark with incoherent orders, leading hungry customers to the nearest McDonald’s.