The Campaign

NIGHT MENU. A large-scale, multi-site McDonald’s menu that used the shutter doors of local businesses to keep the night alive for the people of Bangkok. To bring these shutter doors to life, we collaborated with 10 renowned graffiti artists who each painted an iconic menu item with directions to the nearest McDonald’s 24-Hours using their signature characters and styles.

Creative Execution

We picked out a busy neighborhood in Bangkok and mapped out ten high-foot-traffic locations to be painted by our graffiti artists. Each location featured directions that pointed consumers step-by-step to the nearest 24-hour McDonald’s.

The McDonald’s Night Menu campaign has seen strong results over the first two weeks since launch. Tasked with driving people in-store and promoting McDonald’s as the only late-night dining destination in the neighbourhood, we increased walk-ins (the key indicator for tracking the response rate) by 13.5% compared to the same period the year before. The campaign has also garnered a social reach of more than 39,000 despite a very low budget to boost the campaign. Last but not least, the campaign has helped make McDonald’s an important part of Bangkok’s social culture by becoming a late-night attraction in its own right.

Our campaign was designed to use the shutter doors of local businesses to guide people to the nearest McDonald’s at night. As soon as night fell, and local businesses closed their shutter doors, our campaign came to life. The campaign also relied on intricate media planning to create routes that all linked together and were easy to follow.

Insights, Strategy and the Idea

McDonald’s wanted to extend their existing ‘Loving the Night’ campaign, a series of print ads that focused on adding more color to people’s nights. To reach our target audience of night-loving youths, night workers and tourists, we decided to bring the campaign to life on the streets. By harnessing the street culture of the night, we could speak to our audience in an authentic and unique voice.