McDonald's in the Netherlands has launched an innovative new advertising campaign, utlising something that's even more memorable than the golden arches.
Inspired by the easily identifiable scent of the chain's french fries, the brand set up the first billboard where the smell becomes the ad.
Placed strategically near restaurants, the three plain red or yellow billboards didn't even have a logo but still managed to lure hungry customers in.
The video ad, which was uploaded to the brand's YouTube channel yesterday, has already amassed more than 2,500 views in 24 hours.
It's description reads: 'We've all been there: you go on an elevator, the subway, or a conference room, and you get a whiff of it.
Inspired by the easily identifiable scent of the chain's french fries, the brand set up the first billboard where the smell becomes the ad
'You can't see it, but you know it: McDonald's. A scent as recognisable as their logo or jingle.
'That's why McDonald's Netherlands put their iconic smell to the test, using nothing else in their latest campaign.'
To passers-by, the giant billboards simply looked empty - until they caught a whiff of the yummy scent of fries.
The voiceover explained: 'McDonald's, you know it when you smell it. So, we wondered, if people can recognise McDonald's by its delicious smell alone, what if we had nothing else on our billboards? Not even a logo.
'Announcing the world's first billboard that smells like McDonald's.
'We simply used ventilators to subtly diffuse our iconic scent, strategically place the billboards near restaurants, and then let the uncontrollable cravings begin.
'Targeting thousands of noses across the Netherlands, people could look away, but they couldn't smell away. It's the first billboard where the smell becomes the ad.'
The clip showed people approaching the mysterious-looking sign and attempting to guess what the smell was.
The clip showed people approaching the mysterious-looking sign and attempting to guess what the smell was
'Is it McDonald's?' asked one member of the public, with a second immediately guessing: 'Fries?'
READ MORE: McDonald's reveal their new April menu with all new Biscoff Frappé and the return of the Chicken Big Mac'Is it McDonald's?' asked one member of the public, with a second immediately guessing: 'Fries?'
A third said: 'I smell fries,' with a fourth adding: 'It smells like a Happy Meal - McDonald's?' and a fifth confidently exclaiming: 'The french fries from McDonald's'.
Being placed within 200 yards of restaurants, they cleverly gave fast food fans the push they needed to treat themselves.
Viewers were impressed with the smart campaign, with one commenter writing: 'Perfect when you roll off the night train at 7am on a Sunday.'
Another remarked: 'Wish I had a Netherlands McDonald's near me in the USA… The love that goes into Netherlands McDonald's completes the experience'.
Stijn Mentrop-Huliselan, CMO of McDonald'sNetherlands, said: 'McDonald's is all about Good Times.
'We are well known for our distinctive brand assets which are mostly visual. Smell has been proven to be more effective at sparking clear and emotional memories than images.
'With the inclusion of this next sense in our advertising, we found a new way to remind people of Good Times at McDonald's.'
