OMD Switzerland and Drop8 are using an innovative cross-media DCO (Dynamic Creative Optimisation) campaign to connect fans of the Swiss national team with McDonald’s unique 1CHF burger promotion.
At EURO 2024, too, football fans and McDonald’s enthusiasts could look forward to the 1CHF burger promotion on all match days featuring the Swiss national football team. To tie in with this, a clever DCO campaign displayed the live scores of Switzerland’s matches in real time on APG|SGA screens.
The campaign was broadcast on all match days featuring the Swiss national team. A countdown got the Swiss public in the mood for kick-off. At the heart of the campaign was the real-time integration of the score into the advertising materials via a live feed, which displayed dynamic messages depending on the Nati’s score, thereby lending the campaign additional relevance. In a subsequent phase, the messaging was dynamically adapted to the final result.
“The campaign by OMD Switzerland and Drop8 for McDonald’s, developed in close collaboration with APG|SGA, makes outstanding use of the technically sophisticated DCO approach, thereby ensuring a high level of relevance for the target audiences. We will definitely see more implementations of dynamic campaigns in future, showcasing the wide-reaching and creative possibilities of our medium.” – Michael Pevec, Head of Programmatic DOOH at APG|SGA