Contextualised DOOH that drove units sold up to 67%.

McDonald's restaurants inside Qatar's largest malls, Mall of Qatar and Doha Festival City, sit in high-traffic environments where shoppers' needs change through the day.

McDonald's Qatar, ELAN Media and Quividi joined forces to show that a DOOH campaign contextualised by time of day would do more than look clever: it would sell more food.

McDonald's Qatar produced six creatives, each offering a product suited to a specific time of day, played on ELAN Media's Quividi-powered smart screens at Doha Festival City and Mall of Qatar over three weekends. Quividi measured how each creative engaged shoppers.

Units sold rose by 67% at the Mall of Qatar outlet and by 33% and 36% at the two Doha Festival City restaurants. The contextual creatives also beat network averages on conversion ratio (+18.5%) and attraction ratio (+10.1%).

Contextual creative stopped being a nice idea and became a measurable sales lever.