Singapore — McDonald’s is bringing attention to the new McCrispy Burger in Singapore through an out-of-home campaign created by OMD, highlighted by an interactive staircase installation at Dhoby Ghaut MRT station.
The McCrispy Crunch staircase produces crunch sounds and lights up with each step, inviting curious fans to take part in the activation.
Located at Exit D, it leads directly to Plaza Singapura, where a McDonald’s outlet operates on Basement 1.
The takeover extends across walls and floors with visuals of the McCrispy Burger and McDonald’s signature yellow colour.
With over 3.9 million monthly commuters, the interchange provides significant reach and visibility for foot traffic.
The wider campaign also features social activity with Mediacorp artiste Chantalle Ng and key opinion leaders, including Leo Burnett in the campaign’s creative production.
Danny Fu, senior manager of marketing & digital at McDonald’s Singapore said, “The McCrispy Crunch staircase reflects our shared vision of using innovative ideas and strategic media to reimagine the consumer experience.”
Between August 29 and September 3, teasers appeared on the McDonald’s app, Facebook, Instagram, YouTube, and free-to-air television, while influencers amplified the promotion through their own channels.
Additional media placements include bus panels, digital ads on YouTube and TikTok, and radio spots on Class 95, Yes 933, 987FM and RIA897.
Adamson Alagan, general manager of OMD Singapore, explained, “Our aim is to help McDonald’s appear in moments that delight consumers.”
“The McCrispy Crunch staircase is a perfect example, allowing fans to savour its crunch in an immersive way,” Alagan concluded.
The McCrispy Burger campaign is now active across Singapore.
