Title | WANTED!!! JACK THE DIPPER |
Brand | McDONALD'S RESTAURANTS (HONG KONG) LTD. |
Product / Service | McDONALD'S |
Category | B02. Consumer Products & Services |
Entrant | OMD HONG KONG, HONG KONG |
Entrant Company: | OMD HONG KONG, HONG KONG |
DM/Advertising Agency: | OMD HONG KONG, HONG KONG |
2nd DM/Advertising Agency: | DDB HONG KONG, HONG KONG |
Credits |
Name | Company | Position |
---|---|---|
Jackson Kwok | OMD Hong Kong | Managing Director |
Alice Chow | OMD Hong Kong | Business Director |
Germaine Tse | OMD Hong Kong | Manager |
Monica Wong | OMD Hong Kong | Planner |
Deric Wong | OMG | Strategic Planning Director |
Irene Tsui | DDB Hong Kong | Business Director |
Gladys Chin | DDB Hong Kong | Account Director |
Tom Wong | DDB Hong Kong | Account Executive |
Frankie Fung | DDB Hong Kong | Creative Director |
O Poon | DDB Hong Kong | Creative Director |
Jay Lee | DDB Hong Kong | Associate Creative Director |
Polly Ko | DDB Hong Kong | Associate Creative Director |
James O | DDB Hong Kong | Art Director |
Dickson Mok | Tribal DDB Hong Kong | Account Director |
Stella Yiu | Tribal DDB Hong Kong | Senior Account Manager |
Tim Cheng | Tribal DDB Hong Kong | Executive Creative Director |
Tammy Foo | Tribal DDB Hong Kong | Social Media Creative |
Dido Chow | Tribal DDB Hong Kong | Art Director |
Tony Wong | Tribal DDB Hong Kong | Technical Manager |
Chui Yee | Tribal DDB Hong Kong | Senior Programmer |
Build ‘fresh’ excitement for McNugget’s new range of special dipping sauces to create consumer desire and drive sale. We brought “Jack the Dipper” (Dim Jack in Chinese) back to town to help us deliver our objectives. As the face of the previous McNuggets’ campaign two years ago, Dim Jack, a wicked character notoriously known to dip McNuggets’ sauces everywhere he could possibly reach out to is back in town! We invited people to become part of the “Catch Jack The Dipper” hunt. Through integrated media, we aroused consumer’s curiosity over Jack’s stealthy moves and prompted people to assist Officer Mak to catch Dim Jack.
The specialty sauces excite the consumers yet there is not new news to the market. The campaign challenges the norm in communicating to the consumers in the food category, bringing engagement and enhancing consumer involvement towards our promotion.
'Catch Dim Jack' started with a viral video on social network and TV, showing the villainous Jack stealing a McDonald’s delivery truck, driving through the streets of HK. A public appeal Officer Mak the detective was tasked to track down Jack, asking the public to provide clues to Jack's whereabouts, by snapping real-life photos of Jack and his stolen truck with their mobile phone, or leaving clues at our campaign website. The reward was a year's supply of McNuggets for the best evidences collector. Facebook pages draw tremendous responses with direct engagement with the consumers, helps deepen customer relationship.
McNuggets’ sale grew by +8.2% in just 4 weeks, retail visits by +6.0%. Within first day of launch, over 1,000 people befriended Jack on Facebook. Facebook fans base rapidly grew to over 8,000 in one month. Collectively, these users sent Jack and Officer Mak hundreds of messages every day. Our characters became friends of our audiences, with many participants engaged with them and talked to them on a daily basis. This helped built a deeper level of consumer involvement for our routine dipping sauce promotion, and with the McDonalds brand as a whole. Our consumers are loving it!