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 and promote McDonald’s as the only 24-hour destination. 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-Hour 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

The McDonald’s Night Menu campaign has seen strong results over the first two weeks since launch. Tasked with promoting McDonald’s as the only late-night dining destination in the neighbourhood and driving in-store sales, we garnered a social reach of more than 39,000 and increased walk-ins (the key indicator for tracking the response rate) by 13.5% compared to the same period the year before. 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.

Explain why the method of promotion was most relevant to the product or service

To promote McDonald’s role as the only late-night food option, we created a multi-site installation that turned a Bangkok neighborhood into a giant late-night menu. Our work activated consumers by giving them a late-night street art tour through all the iconic menu items on the way to the nearest 24-hour McDonald’s.

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