24 HOURS MCDELIVERY SERVICE LAUNCH

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ClientMcDONALD'S HONG KONG
ProductDELIVERY SERVICE
EntrantOMD HONG KONG, HONG KONG
Type of EntryUse of Media
CategoryA01. Best Use of Television/Cinema
Title24 HOURS MCDELIVERY SERVICE LAUNCH
Product/ServiceDELIVERY SERVICE
Entrant Company:OMD HONG KONG, HONG KONG
Advertising Agency:DDB WORLDWIDE Hong Kong, HONG KONG
Media Agency:OMD HONG KONG, HONG KONG

Credits

Results and Effectiveness

McDonald’s site : - More than 2 Million monthly unique visitors (up by 7.8 times) - More than 70 Million monthly page view - Visits per user jumped from 1.5 times to 9.6 times Other sites : - More than 133,700 views in tvb.com views & youTube Most importantly: delivery sales boomed after launch - Sales up by 104.2% - Transactions up by 106.8%

Creative Execution

TVBJade teaser promos kicked off the campaign to drive viewers home the once-in-a-lifetime chance of celebrity McDelivery. This immediately drove calls as viewers pursued a special moment with their favourite star. TVBJade followed the stars to film them zipping through the streets in McDonald’s uniforms on McDonald’s bikes and capture the surprise and delight of the customers when their special moment arrived. The stars didn’t disappoint. Each encounter provided fresh spontaneous content including impromptu performances at birthday parties, unscripted conversations, and shared dancing/singing routines. Following each celebrity McDelivery mission, 1-minute segments were aired on TVBJade and McDonald’s instore-TV; and shared on facebook and youtube. Exclusive extended content could be seen on TVB entertainment news programs, TVB Weekly and mytvb.com. While viewers were engaged in these special moments, different benefits of the McDelivery service were subtly communicated including 24hr delivery, home/office delivery and delivery of chilled items.

Insights, Strategy and the Idea

Competition within the food-delivery segment was already intense before the launch of McDelivery service. Late to the market, McDonald’s challenge was to drive top-of-mind awareness and immediate sales. To leapfrog the more established competition, we needed a big idea for differentiation and activation. McDonald’s owns a special space in the minds of customers. Other than delivering food, the brand can provide a unique experience to add joy, fun and excitement to their lives. Our strategy was to enrich their lives via a “special McDonald’s moment”. Branded content was the ideal platform to engage the audiences via an entertaining and organic format. Our idea was to have well-known popstars as real McDelivery crew to deliver these special moments to a few lucky callers. In collaboration with leading broadcaster TVB, we delivered a media first by filming unscripted content of these special moments and distributing it through multiple entertainment platforms.

Credits

Name Company Position
Jackson Kwok OMD Managing Director
Louise Woo OMD Business Director
Germaine Tse OMD Group Head