Problem How does McDonald’s differentiate its products in a com- modity market? Solution Use OOH to create excitement with innovative designs. Background Following the successful Brazilian launch of the new “I’m lovin’ it” cam- paign, McDonald’s of Chicago and Northwest Indiana (MOCNI) wanted to make an impact by developing exciting “new” advertising units in sum- mer and fall seasons. Fast food wars continued, and MOCNI needed to differentiate McDonald’s in what was becoming a commodity market. Objective The main objective was to increase the sales of salads, McGriddles, and desserts. McDonald’s was also approaching its 50th birthday, and wanted to create some excitement. In order to accomplish these objec- tives, MOCNI had to lead the Chicago market with media innovation. Strat

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