Check out this recent work by Leo Burnett Chicago for McDonalds. It’s a billboard shaped like an egg that opens gradually from 6:30am to 10:30am announcing that McDonalds serves “Fresh Eggs Daily” during that time period. When breakfast is over, the egg closes right back up.

It was put up just outside of a McDonalds location near Wrigley Field to invite hungry customers in for breakfast. My guess is that it met its advertising objective, which was to make people notice that McDonalds serves fresh eggs for Breakfast, but I wonder what the return on investment was? It looks like the ad may have been placed on their property, so they probably saved ad space dollars, but I wonder what the production costs were? Even still, this HAD to be more effective than a traditional billboard…

I think McDonalds needs to install these at every location just to remind me that breakfast ends at 10:30.  Better yet, how about a McDonalds that serves breakfast foods all day long?  Now that would be something…

Via Agency Spy.

Garret Ohm
http://www.orange-element.com/

This entry was posted on Wednesday, July 16th, 2008 at 8:42 am and is filed under Blog Posts. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.