WANTED!!! JACK THE DIPPER

TitleWANTED!!! JACK THE DIPPER
BrandMcDONALD'S RESTAURANTS (HONG KONG) LTD.
Product / ServiceMcDONALD'S
CategoryB02. Consumer Products & Services
EntrantOMD 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

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

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

'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.

Results

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!