The billboard, which was situated at the Builder’s Yard under Hungerford Bridge, at London’s South Bank, featured the new McDonald’s slogan: “Fancy a moment to just enjoy?”. Positioned in the billboard was also a built-in service window where promoters were able to hand out free McFlurry ice creams to passers-by.

The ‘Fancy a McDonald’s?’ campaign launched on July 2nd with a video advert that focuses on customers laughing while enjoying their food and time together. Similarly, the recent ‘Me Time’ promotion revolves around the delight a McDonald’s can offer groups and individuals.

The McFlurry promotion, which has been set up to celebrate 21 years of the ice cream, demonstrates the integration OOH elements can play in advertising, as well as providing experiences for the general public.

In this case, a standard street billboard was able to be converted into a pop-up McFlurry stand.

Mark Elwood, executive creative director at Leo Burnett, says: “McDonald’s has always been a generous brand and our ‘Fancy a McDonald’s?’ brand platform allows that thinking to come to life in less traditional, more unexpected ways. Fancy a free McFlurry, anyone?”

Talon, which has worked with McDonalds on other OOH and digital out-of-home campaigns in the past, also partnered with advertising firm OMD to bring this latest installation to life.

The billboard which was open from August 19th to August 22nd proved to be very popular, even attracting Love Island winners Paige Turley and Finley Tapp as part of the promotion.

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