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Studies have shown that seeing images of food will make a person feel hungrier, and the McDonald’s ‘Train Timetable’ stunt offers a fine example of this. The creative stunt, created by DDB Warsaw in Poland, reveals the powerful effect that simple imagery can have on our desire to consume fast food.
McDonald’s and DDB Warsaw integrated a McDonald’s menu into one of the train timetables at Central Station in Warsaw, Poland. Commuters would see not only the train’s current schedule but also images of McDonald’s products, which represented the length of time one had to wait for his or her train. For example, a 20-minute delay would showcase a McDonald’s cheeseburger and fries and very short waits would be indicated by a McDonald’s coffee.
The McDonald’s Train Timetable stunt received acclaim at Cannes and also resulted in a whopping increase of 4,500 new customers at the McDonald’s restaurant in Central Station.