SINGAPORE – McDonald’s Singapore has taken a bold step in launching its latest offering, the McCrispy Burger. In partnership with Omnicom Media Group (OMG) agency OMD, the brand has unveiled an immersive out-of-home (OOH) experience at Dhoby Ghaut MRT station that transforms an ordinary commute into an unexpectedly “crunchy” encounter.
Dubbed the McCrispy Crunch staircase, the activation invites commuters to experience the burger’s signature crispiness in a tactile and auditory way. Each step triggers a playful crunch sound, paired with illuminated visuals, embodying the loud enjoyment McDonald’s promises with every bite of the new McCrispy.
Strategically located at Exit D of Dhoby Ghaut station, the gateway to Plaza Singapura, where a McDonald’s outlet awaits – the activation is reinforced by striking floor-to-wall branding. Bold visuals of the McCrispy Burger, complemented by the brand’s iconic yellow, create an eye-catching takeover designed to capture attention in one of Singapore’s busiest transit hubs. With over 3.9 million monthly commuters passing through, the activation maximizes both reach and engagement.
The staircase is just one component of a wider multi-channel campaign. Beyond OOH, the rollout includes bus panels, digital placements on YouTube and TikTok, and radio spots across Class 95, Yes 933, 987FM, and RIA 897. A social-first strategy further amplifies the launch, with Mediacorp artiste Chantalle Ng fronting teaser content on McDonald’s digital platforms, supported by a lineup of key opinion leaders (KOLs) whose bold personalities echo the campaign’s playful tone. From August 29 to September 3, teasers built anticipation online and on television before the official launch on September 4.
Danny Fu, Senior Manager, Marketing & Digital at McDonald’s Singapore, said, “Partnering with OMD has brought this campaign to life in a bold and engaging way. As a beloved brand in Singapore, McDonald’s strives to create memorable moments that stay with our customers long after the experience ends. The McCrispy Crunch staircase reflects our shared vision of using innovative ideas and strategic media to reimagine the consumer experience.”
Commenting on the campaign, Adamson Alagan, General Manager at OMD Singapore, said, “Our aim is to always help McDonald’s show up in moments that delight our consumers, and the McCrispy Crunch staircase is a perfect example of this. Rather than just introducing the new burger, we wanted our fans to savour its iconic crunch in an immersive way. This OOH activation reflects our enduring partnership with McDonald’s, and their confidence in us to deliver inspiring work that drives brand engagement and memorable ‘Feel Good’ Moments. We are thrilled to delight Singapore with our next exciting idea!”
