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Case, Creatie, Effectiviteit, Market Research, News, OOH, Pre-testing

Optimizing McDonald’s outdoor ad

McDonald’s launched an outdoor advertising campaign to promote their McDelivery service, using the slogan “There’s nothing quite like McDelivery.” McDonald’s would want to make sure the ad grabs people’s attention and sticks in their minds, and to see if there was anything they could do to improve it.

  

The ad before the test

 

THE SOLUTION:

To test the ad, Creative Testing Platform was used. The platform’s tools and techniques are based on the four key pillars of the Fundamentals of Creation: Breakthrough, Engage, Stick, and Trigger.

For the McDelivery ad, the tools used were an online questionnaire and EyeCoding, which is an online alternative to eye-tracking that measures unconscious viewing behavior.

 

Unconscious viewing behavior measured with EyeCoding

 

KEY FINDINGS:

Initially, only 68% of people could recall the brand. To fix this, it was decided to make the McDelivery logo bigger. This small change had a big impact – brand recall went up by 16% due to better visibility of the brand in the first 2 seconds.

Unconscious viewing behavior after adjustments

 

THE CONCLUSION:

Using EyeCoding and making this simple adjustment boosted the ad’s visibility and brand recall by 16%. This shows how even a small tweak based on real viewing behavior data can make an ad much more effective.

  • Brand visibility increased.
  • Brand impact was enhanced.
  • Competitor confusion was reduced.
  • Text readability improved.
  • Brand recall rose by 22%.

WANT TO SEE MORE?

Click here to check out the online questionnaire with EyeCoding and here to view the study report. (Username: demo_user@ctpdemo.com / Password: demo_user)