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2019 BRONZE
The Chinese New Year Transfiguration of McDonald’s
Chinese New Year is about the only time of year when McDonald’s – as a U.S. fast food giant – found little role to play. However, CNY also sets off the world’s largest annual human migration as millions “migrate” from 1st tier cities back to their 3rd tier and 4th tier cities, Chinese also complete a whole set of “transfiguration”, their names change from “Mary” – which has an urban ring – to “Cuihua” – which has a rustic ring, their outfits change and even daily routines change. McDonald’s has a Chinese name that was mocked historically but given the “transfiguration” traditions can now have cultural relevance with Chinese consumers. We launched a video portraying different young consumers “transfiguring” but also revealing that their parents are also changing – just like how McDonald’s “transfigures” into “Golden Arches”. Then we introduced “Golden Arches” Bucket and a set of “Golden Gourmet” in the format of Chinese traditional crosstalk.
Brand:
McDonald’s
Client:
M(China) Co.,Ltd.
Agency:
BBDO China
Language:
Mandarin
2019 BRONZE
Crazy Thursday
Promotion is a common strategy when given consumers’ low demand on Thursday.
Nevertheless, our consumers are already well-trained by overwhelming promotions
everywhere. To deal with the fact and maximize the effect of KFC’s Thursday
promotion, we determined to make it the most memorable one.
Here comes “Crazy Thursday”! We branded Thursday, made every Thursday the crazy
day for fried chicken! We auto-tuned a familiar symphony and some other KFC
videos. The unique visual and auditory identity ensures everyone remembers it
immediately.
Sales on Thursdays were tremendously increased due to this simple idea. It
absolutely turned over the situation that the President and CEO of YUM!China Joey
Wat remarked Crazy Thursday as the growth engine of KFC’s business in 2018.
Brand:
KFC
Client:
KFC
Agency:
Ogilvy Shanghai
Language:
Mandarin
2019 BRONZE
McDonald's Chicken Chapli
It was a tough year for McDonald’s due to restricted budgets, aggressive competition and price wars in the fast food business. Our strategic challenge was to attract new SEC Segments (SEC C) and people from small towns having preference for local food, without alienating the existing customer-base. We ventured into the untapped food category of street food and launched the first ever localized menu product Chapli Burger. A 360-degree campaign infused with Khyber Pakhtunkhawa cultural elements was launched with an intriguing social media stunt, ATL, BTL and Activations.
Brand:
McDonald's Chicken Chapali - Launch
Client:
McDonald's Pakistan
Agency:
Manhattan Communications (Pvt) Ltd
Language:
English
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KFC
KFC's Left-Handed Menu
