| Title | WORLD’S 1ST MCDONALD’S ONLINE STORE |
| Brand | McDONALD’S CHINA |
| Product / Service | McDONALD’S ONLINE |
| Category | D02. New Product Launch/Re-launch |
| Entrant | DDB CHINA GROUP Shanghai, CHINA |
| Entrant Company: | DDB CHINA GROUP Shanghai, CHINA |
| DM/Advertising Agency: | DDB CHINA GROUP Shanghai, CHINA |
| 2nd DM/Advertising Agency: | TRIBAL DDB SHANGHAI Shanghai, CHINA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Michael Dee | Ddb China Group | Chief Creative Officer |
| Dirk Eschenbacher | Tribal DDB | Executive Creative Director |
| William Chang | Tribal DDB Shanghai | Creative Director |
| Oscar Leung | Tribal DDB Shanghai | Associate Creative Director |
| Angel Ye | Tribal DDB Shanghai | Art Director |
| Dola Qi | Tribal DDB Shanghai | Copywriter |
| Mike Zeng | Tribal DDB Shanghai | Account Director |
During the current economic crises, Super-value has become the hot topic of 2009 and this year also marks 10 years of McDonald’s in China. Throughout this whole time, the price of McDonald’s Super-Value combo never changed. Our challenge was to leverage the current economic climate and see how we could further strengthen the perception of “McDonald’s = Super Value” in people’s minds. Our idea is to establish The World’s 1st McDonald’s Online Store.
5RMB is the price for McDonald’s Super Value combo. Now on the TAOBAO online store, consumer could buy expensive products at very low prices which are only RMB 16.5, thru this campaign, we could further strengthen the perception of “McDonald’s = Super Value” in people’s minds.
We Cooperate with TAOBAO.com, the user can bid high-end products like a mobile phone which original price is TMB 2999.5, through a special bidding mechanism each bid action will reduce the bid value by RMB 1. The final bidder who reached the minimum price at TMB 16.5 will be the winner.
Attract 3,213,000 customers to visit Page views: 16,518,000 Registered members: 679,000 Auction participants: 16,071,000 Added as “My Favorite Shop”: 2,588,000