Serving up the right message when and where people are hungry for it.

The Right Message at the Right Time

Our research indicated that time of day was an important driver for consumers as it directly correlates to “what you are hungry for” and “when you are hungry for it.” With this insight in mind, our creative, media and programming teams put their heads together to craft a solution that would serve up appetite appeal and drive transactions.

With an innovative spirit, we powered our creative rotation dynamically to command the attention of our consumers. We day-parted creative featuring different menu items served at relevant times of day (breakfast, lunch and dinner) for both online and out-of-home platforms. Our digital units pulled the current time into the ad itself, automatically triggering the correct copy and image. And, our out of home units consisted of RSS-feed billboards with commuter-specific messages installed on rail platforms along major transit routes. 

Mama Duck and Her Ducklings

Our mission to lift sales and transactions in urban locations was faced with a small problem: We needed more buzz, but wallscapes in the right spaces were cost-prohibitive and/or sold out. So, we invented our own media inventory that we affectionately called “Mama Duck and the Baby Ducklings.” It was an eye-catching unit made up of a wrapped mobile billboard truck followed by Segways pulling mini billboards. Our units caravanned through the market on a route that crisscrossed competitor locations, and allowed Segway drivers to hand out coupons.