The daily commute can be an arduous schlep at the best of times. Long bus queues, jostling for a seat, and the relentless summer heat make it a slog. To break the monotony, McDonald’s Singapore has launched a playful interactive DOOH campaign starring Grimace, the purple blob best known as Ronald McDonald’s milkshake-loving bestie.
Aimed at connecting with Gen Z, the campaign turns the routine commute into a playful, rewarding experience that weaves brand engagement into the urban landscape.
To stand the best chance of capturing attention, the takeover spans high-traffic, Gen Z-heavy hotspots including Dhoby Ghaut, Bugis, Singapore Management University and the Central Business District, chosen for their footfall and extensive bus networks.
At these stops, commuters encounter dynamic screens displaying real-time bus timings alongside Grimace’s unmistakable grin and a QR code that launches an AR mobile game. Players have 30 seconds to catch as many Grimace Shakes as possible, earning McDonald’s treats redeemable through the brand’s app.
Developed with
Stellar Ace and Adzymic, the campaign marks an industry first for a quick-service restaurant brand in Singapore,
integrating dynamic content optimisation based on bus timings and weather
conditions directly within the McDonald’s app. The activation runs from March 26 to April 8, supported by eight 3D topper buses by Moove Media, ads on
four MRT trains on the Green and Red lines, and a Grimace pop-up at Bugis
Junction. The broader Grimace campaign, created by Leo, was launched on March 19.
"This interactive DOOH experience not only captures Gen Z’s attention in their frequented areas but also integrates gamification and AR to drive new app users for McDonald’s," said Adamson Alagan, general manager, OMD Singapore. "Such a campaign truly exemplifies OMD’s vision to disrupt the status quo and co-create what’s next with our clients.”
“Grimace has always been a beloved part of McDonald’s, and this campaign gave us the opportunity to introduce him to a new generation of fans in a fun and engaging way!” said Drina Chee, senior director, marketing and digital customer experience, McDonald’s Singapore. “We’re proud of what we achieved together with OMD Singapore, and the campaign reflects our continued focus on creating memorable moments that bring our customers closer to the McDonald’s brand.”
Campaign’s take: It's good to see McDonald’s trying to inject some fun into the daily commute, turning mundane waiting times into an interactive experience that offers real rewards. Grimace is certainly eye-catching, but the real challenge will be getting Gen Z to look up from their phones long enough to scan the QR code. Still, if anyone can tempt them into a quick game, it's Grimace. With his playful personality and a well-designed AR experience, this could become one of the more engaging OOH activations of the year.
Source: Campaign Asia-Pacific
