In Germany many people have to commute via public transport and when they do, a small snack, ice-cream or a burger can save their day, especially when it’s easy to grab them on the go. Knowing that and that those people also value great taste, McDonald’s sounds like the perfect option for them. Luckily, many McDonald’s restaurants are inside train stations or close by. Our “McStation” OOH/Poster-campaign takes advantage of this fact and helps commuters to “orientate” by showing them the best way to get a delicious treat on their way.

We decided to study the cities’ metro maps to pinpoint stations that not only had a McDonald’s there (or close by), but that also have the same color-coding than some of our iconic McDonald’s products. Thus, we created a series of OOH-posters that brought both worlds visually together, “hacking” people’s attention while they were commuting.

Thanks to our campaign illustrations we connected our iconic products to highly frequented subway stations: the Central Station in Hamburg became the famous McFries, the station Ostkreuz in Berlin is now a juicy Cheeseburger and the station Karlsplatz located in München was turned into a McChicken, just to name a few examples.

We got compliments from our franchisees for example at Karlsplatz in Munich – one of the most visited McDonald’s in the whole country – but regarding to the relatively new campaign we can’t accurately measure the impact of this campaign yet.