When Just Missed Us is a Missed Opportunity
Advertising agency Cossette, for their client McDonald’s Canada, believes they are on to something with a new Outdoor Advertising directional design using minimal text and ‘use’ of the brand’s colors and logo. The idea? ‘Follow the Arches’ by cropping the Golden Arches into a directional path, “unifying a design system adaptable to any market around the world”. Kudos to the agency for seeing something that was right before all of our eyes for years!
Click the ⇒ 47 second video explaining.
The design is one which could be given budget on a short-term basis to keep creative fresh and not part of the landscape. But as a permanent directional? No. And actually, is a missed opportunity. Doesn’t work, for us at any level as stand alone. Where’s the beef?
The ability to reproduce full color product, (giant cheese and fresh lettuce laden beefy burgers, large, salty, golden fries and the icy quenched Coke) creating visually appealing hunger and desire, is too great a message to ignore. The ‘unifying design’ may have appeal in sign faces so small, nothing else can be read. Then why bother? Certainly not on the examples of the posters and bulletins in the photographs shared. It will be interesting if this new directional design is accepted worldwide. Store sales will determine.
One more point.
In the examples seen in the photos shown and the video in the link, click here⇒ McDonald’s article, posters are visible in non Highway areas.
We can all agree on the importance of directional messages (with product) on major highways with traffic typically from out-of-town, where the driver is not familiar with the area and needs a directional, directing the driver to the next restaurant.
We suggest that scenario is not the valid for ‘in town’ posters/billboards and its related traffic, where the majority of the drivers are ‘Local’ and when asked can direct us to the nearest four McDonald’s locations depending if one is heading north, south, east or west. ‘Locals’ don’t need directional information. They know every McDonald’s’ location in the city they live.
‘Locals’ don’t need directional information. They know every McDonald’s’ location in the city they live.
What ‘Locals’ need is the emotional push a visual of the product can provide. Some clients may never be talked out of directional (or phone number or web address) on their billboards, but as the stand alone message? That is a missed opportunity.
What do you think? Do billboards need store location directions?
Is McDonald’s missing a ‘golden’ opportunity using only their arches?