Stand at the counter of any McDonald’s and you’ll hear a chorus of customers saying ‘aaaaaaaaaand aaaaa….’ as they stare up at the menu board deciding which little treat to add to their go-to order. McDonald’s New Zealand wanted to hear more of that. Heaps more.

We joined forces with LUMO NZ. And together, in a media first, hacked their network of digital billboards, utilising a media space hiding in plain sight – the little screen at the bottom of every digital billboard that, until now, displayed the LUMO logo.

Using McDonald's sales data, we added the little favourites Kiwis love to add on at the counter, to their big favourites on the billboards above.