The One Show
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Category
Experiential & Installations / Experiential & Immersive
Annual ID
OS23_OH065M
About the Work
McDonald's has always done their best to keep prices low. So when they raise their prices, you know inflationary pressure is high, which was what happened at the end of 2022. Right after Christmas we launched Deals Stuck in Time and gave people a way to escape inflation by turning McDonald's OOH ads into time portals to better days and deals.
McDonald’s is one of Sweden’s biggest outdoor advertisers, and ever since Google started taking photos of Sweden's streets in 2009, a tonne of McDonald's old OOH ads have been captured in Street View. This gave us an opportunity to reactivate over a decade of outdoor campaigns. In mid-2022, Google Maps added a time travel feature to their app, allowing users to revisit locations throughout history in Street View – directly on their phone. This feature was previously exclusive to desktop devices.
By advertising our campaign on the exact same billboards as our old deals once were, we made it possible for anyone to claim them again in McDonald's app. Time travel may seem complex, but we simplified the process as much as possible. By scanning the QR code on our OOHs, you were sent to the same billboard in Street View, where an outdated deal remains frozen in time. With a few taps of their fingertips, anyone interacting with the billboards could enjoy a cheeseburger for a price from 2009 och a Big Mac offer from 2012 and so forth.
One big challenge was organizing the media purchase and ensuring that each physical unit got placed on the correct outdoor billboard as it had been when the original deal was advertised (since the media placements were crucial for the campaign).
By transforming our printed OOH ads into interactive time portals to better days and deals, we turned yesterday's offers into today's best deals. The campaign engaged 840,000 participants on dealsstuckintime.se and generated over 23,000 app downloads.
2023 Awards
Total Points: 3
Merit
Credits
Agency
NORD DDB / Stockholm
Art Director
Teodor Nisbel Fjäll
Copywriter
Viktor Einarsson
Chief Creative Officer
Andreas Dahlqvist
Producer
John Hichens
Social Media Manager
Mira Ekman
Mirjana Stanisic
Emmy Björkman
Client Director & Strategy Lead
Jesper Andersson
Client Manager
Stina Nyberg
Creative lead / Art Director
Joel Ekstrand
Creative lead / Copywriter
Petter Dixelius
PR
Frida Rosenqvist
Senior Client Director
Jens Wallin
Social Media Strategist
Sara Dastory
Tech Lead
Tobias Melén
UX designer
Gunnur Von Matern
Natalie Björk
Web Developer
Daniel Johansson
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