McDonald’s Singapore brings McCrispy crunch to life at Dhoby Ghaut MRT

McDonald’s Singapore has unveiled an innovative OOH activation to launch its new McCrispy Burger, taking over one of the city’s busiest transit hubs — Dhoby Ghaut MRT station. 

In partnership with OMD Singapore and Moove Media, the Exit D staircase leading to Plaza Singapura has been transformed into an interactive “McCrispy crunch” experience. As commuters step on the stairs, they hear the sound of a crunch and see the steps light up, creating a sensory connection to the burger’s signature crispiness. 

The station takeover continues with bold, high-impact visuals in McDonald’s signature yellow, ensuring that the McCrispy Burger stays top-of-mind for the 3.9 million commuters who pass through the station each month. 

Strategically, the activation leads directly to the McDonald’s outlet at Plaza Singapura, converting awareness into footfall and trial. By merging interactive transit media with immersive brand storytelling, McDonald’s has created a campaign that is both playful and purposeful — putting the crunch of McCrispy directly into commuters’ daily journeys.