Brief Explanation

In order to add extra excitement to the launch of the Dip Dip Sharing Box, McDonald's Hong Kong brought back its infamous, nugget-sauce stealing character, Jack the Dipper. Only this time, he surprised the city with a new message: that life is way more fun when you dip and share.

Results and Effectiveness

Within only a week, Jack the Dipper’s 'Hi-Jacks' saw more than 1 million views on YouTube and Facebook combined. The campaign generated a total of HK$1,512,147 in earned media. And, we were able to lift brand scores amongst young adults who thought of McDonald’s more as a family brand.

Creative Execution

To emphasize the surprise element in the campaign, we initiated an industry-first activation that got people talking, resulting in an enormous wave of positive social word of mouth: The World’s First Friendly 'Hi-Jack'. We partnered with online broadcaster Hong Kong Television Network (HKTV) to enable Jack to literally hijack a popular local TV drama called 'The Borderline'. Right after a scene from the series, Jack the Dipper suddenly made a surprise appearance, pulling out a box of nuggets and sharing its craveable contents with the actors.

Insights, Strategy and the Idea

Our targets were young adults, including students and office workers. Not only were they the one's most likely to embrace a new format of advertising but they were also showing the highest levels of empathy for Hong Kong Television Network (HKTV) after its broadcasting license initially got rejected by the government. Core of our strategy was to embrace and tap into such positive predisposition towards HKTV and create a format of advertising that would talk to the audience’s sentiment and at the same time reflect the boundary-breaking context of the broadcasting channel itself.