Castells & Asociados recently rolled out the impressive McDonald's campaign that has Angelino motorists and rail commuters turning heads.

McDonald's is the leading global foodservice retailer with more than 31,000 local restaurants in more than 100 countries.

The goal was to make a powerful impact in the Los Angeles market by focusing on the Hispanic consumer, yet having appeal and relevance to all. The new "Angus Third Pounders" campaign was launched capitalizing on the significant traffic from rail & subway in a BIG way.

CBS Outdoor Latino used a combination of Green Line wild trains and station domination programs, located in the heavily trafficked subway terminals of North Hollywood and 7^th Street & Metro, to display the bilingual ads. The Out-Of-Home media forms consisted of rail standard posters, wrapped pillars, wallscapes, floor graphics and banners.

The eye catching ads brilliantly introduced a selection of McDonald's 100% USDA inspected Angus burgers, called Angus Third Pounders. The varieties include the Angus Bacon & Cheese, the Angus Mushroom & Swiss and the Angus Deluxe.

The massive station domination ads created a "surround-site" experience that enabled McDonald's to blanket the surrounding with multiple messages impossible to miss. The huge ads drew a lot of attention from passing commuters and generated a buzz that quickly increased awareness. At the same time, rail posters provided branding penetration along several major L.A. freeways. McDonald's reached the consumer at every touch-point of their daily life.
"Los Angeles is one of the busiest mobile consumers markets in the country and OOH should be an integral part of every media buy. Nothing builds frequency and reach faster than OOH and should be included as a support medium to broadcast whenever possible." said Andres Torrente, Media Supervisor, Castells & Asociados Advertising, Los Angeles, CA.


McDonald's is the first advertiser ever exposed to the Los Angeles rail and metro station audience. The exciting new media targets areas lacking in traditional outdoor opportunities. Andre Torrente said "McDonald's has always been a leader in their industry, we were the first to utilize OOH year round in support of broadcast to address reach, so it would stand to reason that we should also be the first to utilize a fresh new vehicle like the station domination and rails."

CBS Outdoors' unique and dynamic out-of-home media played an integral role in the success of the campaign. The non-traditional rail and subway media effectively generated a "larger than life" new Angus Third Pounders campaign.

"We've had really good feedback from our clients (the McDonald's Operators), the corporation, and the consumer, it's making a big impact in the market and the sales of our new burger are exceeding our projections and expectations."

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