Singapore—In celebration of this year’s National day, McDonald’s pay homage to what makes us uniquely Singaporean – by creating a spectacular burger inspired by local cuisine and connect with Singaporeans through Clear Channel Singapore’s platform.

In a deal to spread the joyous message, McDonald’s will be taking over 150 Clear Channel Singapore’s DOOH screens on 13th July to promote their newly launched Nasi Lemak Burger.  This is the first time ever that a single brand will be buying out close to all the digital screens in a single day and it is estimated to generate about 234,123 views throughout the entire activation. The campaign will be running on 2 different SOVs over the next 3 weeks to reach out to ideal target audiences at different time of the day, showcasing the flexibility of the Play 2.0+ Network.

What better way to connect with our fellow Singaporeans this national day season other than to bring them their favourite OH- SO- SINGAPOREAN cuisine with a fun twist! The Nasi Lemak Burger which features the highlights of the dish- sambal chili, golden fried egg and juicy coconut flavoured crispy chicken, brings you a taste of familiarity coupled with a tinge of excitement with every bite.

“We have given a modern twist to familiar local favourites which includes the “Nasi Lemak” Burger – and hope Singaporeans will be thrilled to unravel the local flavours in our exciting menu line-up, as we come together to celebrate National Day soon,” said Agatha Yap, Senior Director of Marketing, Hanbaobao Pte Ltd.

To bridge the accountability of media investments, Lexi will also be deployed to provide real- time metrics for the execution.  Lexi, a word play on the phrase “Let’s See” provides the latest currency for the advertising world, tracking not only footfall, but also span of attention, number of views and the demographics that are captured within the bus shelters during the campaign period. “The tide is shifting towards greater accountability and stronger measurements within the advertising industry. With Lexi, we’re able to justify and maximise our client’s media investment through real- time metrics,” said Amanda Woo, Head of Commercial, Clear Channel Singapore.

“We aim to bring greater measurability to our clients through smarter planning and better understanding of audiences viewing habits and travel patterns,” Woo added.

The Nasi Lemak Burger will be available in McDonald’s outlets from 13 July 2017.

Media Agency: OMD

Creative Agency: DDB Singapore