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McDonald's Place
Let's Go to McDonald's

RAN IN: Hong Kong

CLIENT
MHK Restaurants Ltd.

Tina Chao, Chief Marketing and Digital Customer Experience Officer
Jay Choi, Senior Marketing Manager, Digital Customer Experience

AGENCY
DDB Group Hong Kong *Lead Agency

Andreas Krasser, CEO
Peter Rodenbeck, VP/Regional Director
Hugo Poon, Account Manager
Frankie Fung, Chief Creative Officer
Ronald Lee, Associate Strategy Director
Maggie Cheung, Managing Partner
Tony Cheung, Senior Creative Director


OMD Hong Kong

Jacky Ho, General Manager


SUMMARY

Coming out of the pandemic, Hong Kong’s restaurant industry was struggling to rebuild physical dine-in volume. While most of the category sought to bring people in through value programs, McDonald’s Hong Kong took a different approach that focused on the power of brand. This campaign showcases how Hong Kong took a global McDonald's idea and maximized its potential to create a shared mass-participatory invitation to go to McDonald’s stores. This shared invitation then took over social media and pop culture, driving visitation and creating brand affinity among consumers.

CASE VIDEO


Medium Featured On Video: Digital Mktg. – Influencers, Digital Mktg. – Short Video (:15-3 min.) ,Digital Mktg. – Social: Organic ,Digital Mktg. – Social: Paid,Interactive / Website / Apps,OOH – Billboards,Retail Experience: Digital,Retail Experience: In Store

Language: English