McDonald’s New Zealand has launched an innovative outdoor campaign that speaks directly to drivers on the move—literally. In partnership with agency DDB Aotearoa, the fast-food giant has rolled out a dynamic digital billboard initiative titled "Yum Only Takes a Moment", using real-time traffic data to entice commuters to make a quick detour for a meal.
Activated across major metropolitan areas, the campaign utilizes live-updating billboard technology developed by LUMO. These high-tech screens are connected to Google Maps and McDonald’s Drive-Thru API, allowing them to display up-to-the-minute driving times and wait times at the nearest McDonald’s drive-thru location. The idea is simple but smart: make hungry drivers realize that grabbing a bite doesn’t have to be a delay—it can be part of the journey.
Leigh Benvie, Brand and Media Manager at McDonald’s New Zealand—known locally as Macca’s—explains the thinking behind the campaign: “We wanted to brighten up people’s drives while also using smart technology to show them just how quick and easy it is to swing by Macca’s. It's about breaking the routine in a delicious way.”
Instead of traditional visuals or food imagery, the billboards rely on data-driven content. Rory McKecknie, Executive Creative Director at DDB Aotearoa, emphasizes the campaign’s originality: “Rather than using pictures of burgers, we leaned into the magic of the moment—a spontaneous decision to stop for something tasty. It's a small gesture that can turn a dull commute into a mini escape.”
This campaign highlights the growing potential of DOOH (Digital Out Of Home) advertising when combined with live data and personalized targeting. By making each ad moment-specific and location-relevant, McDonald’s is turning drive-time into decision-time—and doing so with a touch of tech-savvy charm.
In an age where time is short and attention spans even shorter, McDonald’s reminds drivers that sometimes, the best part of the road isn’t the destination—it’s the detour for fries.
