Carpe Diem - Services
This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or service in a bright spotlight and creating immediate and measurable impact.
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2018 BRONZE
McDonald's Full-heart Support During Gaokao
For Chinese people, Gaokao is one of the most notoriously difficult and stressful moments in life. While other brands tend to target the 9.7 million students who take Gaokao during this season, McDonald’s also talked to the 217 million past Gaokao examinees with mechanisms that enable them to re-live their Gaokao memories and provide much-needed empathy and support for Gaokao students. Not only did this elicit precious goodwill for the McDonald’s brand, it also increased sales for its hero Gaokao product by 428%.
Brand:
Breakfast
Client:
McDonald's China
Agency:
BBDO
Language:
Mandarin
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