HAMBURGER TIMETABLE by DDB Warsaw for McDonald's

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HAMBURGER TIMETABLE

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Industry Fast food
Media Film, Outdoor, Billboard, Poster, Transportation & Vehicles
Market Poland
Agency DDB Warsaw
Creative Director Maciej Waligóra, Zuzanna Duchniewska-Sobczak - Ddb Warsaw
Art Director Magdalena Drozdowska
Copywriter Mateusz Ksiazek
Released June 2012

Awards

Intercontinental Advertising Cup, 2012
Best of Media Best of Outdoor Cup Winner

Credits & Description

Type of entry: Product & Service
Category: Retail (Incl. Restaurants)
Advertiser: McDONALD'S
Product/Service: McDONALD'S RESTAURANT AT CENTRAL TRAIN STATION
Agency: DDB WARSAW, POLAND
Advertiser McDONALD'S
Product McDONALD'S RESTAURANT AT CENTRAL TRAIN STATION
Entrant DDB WARSAW, POLAND
Type of Entry: Product & Service
Category: Retail (Incl. Restaurants)
Title: HAMBURGER TIMETABLE
Advertiser/Client: McDONALD'S
Product/Service: McDONALD'S RESTAURANT AT CENTRAL TRAIN STATION
Entrant Company: DDB WARSAW, POLAND
DM/Advertising Agency: DDB WARSAW, POLAND
Chief Creative Officer: Marcin Mroszczak (DDB Warsaw)
Creative Director: Zuzanna Duchniewska-Sobczak (DDB Warsaw)
Creative Director: Maciej Waligora (DDB Warsaw)
Art Director: Magdalena Drozdowska (DDB Warsaw)
Copywriter: Mateusz Ksiazek (DDB Warsaw)
Group Account Director: Nazar Al-Khouri (DDB Warsaw)
Account Manager: Anna Polka (DDB Warsaw)
Account Manager: Anna Swiderek (DDB Warsaw)
Flash Developer: Robert Grabowski (Tribal DDB Warsaw)
Account Manager: Marek Kozlowski (Tribal DDB Warsaw)
Account Manager: Andrzej Krok (Tribal DDB Warsaw)
Production Manager: Jacek Lukasik (Gutenberg Networks)
Piotr Muranty (Bizrunner)
Describe the brief from the client
Our task was to attract passengers to the McDonald’s restaurant located nearby the station and get them to spend more time there.


Describe the creative solution to the brief/objective.

We programmed an electronic timetable that displays real-time train information and something extra: waiting time not in minutes but… in hamburgers, cokes and fries you could manage to eat at McDonald’s before your train leaves. It also calculates delays. The longer you wait, the more menu items show up on the screen. The Hamburger Timetable was installed at the station on the way to McDonald's.


Describe the results in as much detail as possible.

Passengers loved the timetable. It attracted 4,500 extra customers within just a month after the installation. So far over 9.5m people have seen the timetable on TV, radio, press, YouTube, major sites and portals. And most of all: McDonald’s made waiting at the station slightly more pleasant.


The Hamburger Timetable counted boring train-data into McDonald's menu items. Showed the passengers what they could eat witihin their waiting time. Attracted them to the restaurant in a practical and funny way.