Living in a world where “efficient use of time” seems the default mode, just taking time to “hang out” and “chew the fat” can be such a rewarding act. In a collaboration with one of Japan’s most beloved late-night radio/audio programs, “Audrey’s All-Night Nippon,” McDonald’s brought the atmosphere of this funny and irreverent late-night radio show directly into their advertising.
Store visitation increased hugely by releasing exclusive audio content not included in the ads to play in late-night McDonald’s restaurants. McDonald’s, which tends to have more lunchtime visitors in Japan, was able to record remarkable growth in night-time/dinner users through this creative campaign.