Digital POS
The 'Hotter, Juicier, Tastier' campaign by McDonald's Australia aimed to subtly communicate to customers that their beloved burgers now had an enhanced flavour, thanks to a slight recipe adjustment. The company was cautious about any potential misinterpretation of the message, so the emphasis was placed on the execution, which intensified the brand's distinctive colours. A visually stunning digital menu board (DMB) was meticulously designed, considering both takeover and always-on executions. Additionally, customers were presented with meal customisation options through scheduled animations, creating a dynamic drive-thru experience.
The creative for the digital menu board (DMB) was implemented across various screen configurations, encompassing both vertical and horizontal orientations. An ongoing objective of the business was to encourage customers to place orders through the kiosks, and this objective was seamlessly incorporated into the designs.
We provided customers with the added flexibility to upsell their meals or customise them according to their preferences, and this feature was thoughtfully integrated into the design. This allowed customers to enhance their dining experience by selecting additional items or tailoring their meals to suit their individual tastes.
In the initial phase of the campaign, the creative was given complete control over the DMB to ensure maximum impact and effectiveness. However, careful thought was given to seamlessly integrating the creative into the ongoing always-on appearance and atmosphere of the DMB. This approach aimed to maintain consistency and cohesion between the campaign-driven messaging and the regular content displayed on the DMB, providing a harmonious visual experience for customers.
The drive-thru experience requires meticulous attention to detail due to its brief dwell time. Considering this, we carefully considered various factors when designing the presell animation. Our objective was to create a dynamic and kinetic animation style that would immediately capture customers' attention, effectively convey the message, and enhance the appeal of the food, all within a concise timeframe of under 10 seconds. By focusing on these aspects, we aimed to maximise the impact of the presell screen and create a compelling experience that would stimulate appetite and drive customer interest.