日日開心 Keep Going | McDonald's
¹ Brief | Value Campaign 2016
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Mcdonlad's wants to bring out the value offer through out the week after 2016 new year.
Each day has a different offer and the offers are not on a fixed schedule, some may repeats, some may take out or remain unchanged...it highly depends on the sales of the day before. The challenge of communication is there are two layers to tell in one ad. The first layer is to let Hong Kong mass feel greeted by Mcdonlad's for the new year 2016.The second layer is to make sure people understand the everyday different offer clearly.
Offers: 6pcs Mcnuggets buy one get one free; Apple pie ice cream buy one get one free; Sausage Muffin buy one get one free; 4 Free nuggets for any meal set purchase ; $23 for a Big Mac meal; $10 for two burgers; $10 for a cheese burger and a coke;
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Mcdonlad's wants to bring out the value offer through out the week after 2016 new year.
Each day has a different offer and the offers are not on a fixed schedule, some may repeats, some may take out or remain unchanged...it highly depends on the sales of the day before. The challenge of communication is there are two layers to tell in one ad. The first layer is to let Hong Kong mass feel greeted by Mcdonlad's for the new year 2016.The second layer is to make sure people understand the everyday different offer clearly.
Offers: 6pcs Mcnuggets buy one get one free; Apple pie ice cream buy one get one free; Sausage Muffin buy one get one free; 4 Free nuggets for any meal set purchase ; $23 for a Big Mac meal; $10 for two burgers; $10 for a cheese burger and a coke;
Target: All age, from the young to seniors
Aim: Increase sales
Objective: Bring happiness and greetings to the mass
Strategy: Get Hong Kong mass to get the offer by making good beginnings last longer.
² C r e a t i v e i d e a:
Creating 7 special days with little excitement offer each, make happiness of new year last longer to Hong Kong people.
³ I d e a E x e c u t i o n:
TVC:
POP
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Activations of 7 days:
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Day 1 (Mon) : 10pport Day
Value Offer: HKD$ 10 get 2 Hamburgers
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Galaman, popular on his live streaming illustration with respond to comment requests
Whatsapp / Social Feed
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Day 2 (Tue) : Double Day
Value Offer: Buy 1 get 1 free on 6pcs McNuggets
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Channel: Animated GIF on Mcdonald's Facebook
Whatsapp / Social Feed
Left: Supper which 12pcs McNuggets are altogether
Right: Play with the joke of childhood game “Eagles catching chicks“, the eagle would be busy catching this time!
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Day 3 (Wed) : Bonus Day
Value Offer: Any Meal Purchase would get 4pcs McNuggets for free
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Redirect to Mcdonald's Facebook Page / Website
Whatsapp Feed / Social Content
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Day 4 (Thu) : Lum Lum Chu Day
Value Offer: Buy 1 get 1 free on Sausage McMuffin
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Title on movie poster : Lum Lum Chu today.
Movie Headline: “Lum Lum Chu” is a slang in cantonese saying “sweetness overloaded”. When a Sausage McMuffin encounter another Sausage McMuffin. How would it feels like?
Spreading channel : Movie 6 ( High usage movie app for day-to-day movie information, rating and also ticketing )
Whatsapp Feed / Social Content
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Day 5 (Fri) : Say Cheese Day
Value Offer: Meal Deal - HKD$10 for small coke and a chesse burger
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Whatsapp Feed / Social Content
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Day 6 (Sat) : Crispy Day
Value Offer: Buy 1 get 1 Apple Pie Sundae
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Crazy Ad on AppleDaily, a popular news media in HK - headline “Hottest news today.... Buy 1 get 1 free on Apple Pie Sundae! “
Whatsapp Feed / Social Content
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Play with words : Ninja shadowing sounds similar to sharing Sundae in cantonese.
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Play with words : Ninja shadowing sounds similar to sharing Sundae in cantonese.
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Day 7 (Sun) : Big Mac Day
Value Offer: HKD$23 for a BigMac Meal
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Whatsapp Feed / Social Content
Left: The classic price HKD$23, again. Right: Play with words, “big” sounds the same as “squeezing” in cantonese.
Credits:
Group Creative Director: Francis Chung
Senior Art Director: Shadow Ng
Art Director: Wai wai wai
Copywriter: Penny Lau
Project in January 2016
