CHEER FOR CHINA

TitleCHEER FOR CHINA
BrandMcDONALD'S CHINA
Product / ServiceMcDONALD'S
CategoryB01. Corporate Information
EntrantDDB CHINA GROUP Shanghai, CHINA
Entrant Company:DDB CHINA GROUP Shanghai, CHINA
Advertising Agency:DDB CHINA GROUP Shanghai, CHINA
Media Agency:OMD CHINA Shanghai, CHINA

Credits

Credits

Name Company Position
Michael Dee DDB China Group Chief Creative Officer
Jody Xiong/William Chang DDB China Group Creative Director
Jody Xiong/Leo Wan/Jay Hsu DDB China Group Art Director
Meredin Xu/Dola Qi DDB China Group Copywriter
Alex Shen/Patrick Shi DDB China Group Programmer
A Ba Fly Cool Director

Results and Effectiveness

From January 2008 to May 2008: - May: McDonald’s ‘I’m lovin’ it when China wins’ campaign successfully achieved awareness, participation and press value. - Total unique visitors - 27,000,000(27 million); - Total Sign-up as Cheering member - 1,200,000(1.2 million); - Total Viewership on the site - 13,000,000(13 million); - There were more than 2,000,000 (2 million) news about this campaign. The most proud thing was it had zero media investment for search engine. (Data source: QQ, the McDonald’s network data center)

Creative Execution

We built a long-term interactive platform on internet as the McDonald’s official website, aiming to attract consumers’ continuous participation. Phase 1: * Shout the catchphrase via viral video * Put cheering station in McDonald’s restaurant to enhance the participation * Organize press briefing to enlarge the public influence Phase 2: * Draw attention via online live show * Make headlines on internet community * Shooting cheering MV * The cheering dance achieved Guinness World Records

Insights, Strategy and the Idea

2008 Beijing Olympic Games is a big cake of promotion. Although McDonald’s business has widely enhanced this year, its sponsorship value didn’t on the brand level in Chinese consumer’s minds.