McDonald’s is featuring iconic landmarks from each state across Malaysia.
These billboards are part of McDonald’s latest OOH campaign celebrating Malaysia’s famous sights and sounds which are unique to each location.
These locations include the Penang Bridge, Petronas Twin Towers, Sunway Pyramid, turtle nesting in Terengganu, and Batu Caves.
All the visual depict items that are on the McDonald’s menu such as fries, burgers, nuggets and ice cream.
Another image shows a billboard with two sundae cones joined by a single fry depicting the Petronas Twin Towers with the caption “Semoga kita berjumpa lagi di Kuala Lumpur” (May we meet again in Kuala Lumpur).
Another interesting one is a billboard featuring a chocolate sundae which comes with the words “Tinggi-tinggi Gunung Kinabalu”, the title of the iconic Sabahan song by Kimin Mudin.
The images of the billboards taken around Malaysia have received over 1,400 likes and shared over 2,000 times at the time of posting.
Many social media users were impressed with the images, with some commenting that the marketing team should also help Zoo Negara’s marketing campaign to attract more visitors.
McDonald’s Malaysia’s marketing director Eugene Lee told Marketing Magazine that there were 54 such billboards across Malaysia.
“McDonald’s Malaysia is always working towards localisation and that’s what inspired the billboards. It’s our take on localising the brand here,” said Lee.
Lee credited Leo Burnett for working on the visuals and ideas behind the campaign. McDonalds invested RM300,000 on this campaign.