| Title | SAKANA SUPREME BURGER |
| Brand | MCDONALD'S RESTAURANTS |
| Product / Service | SAKANA SUPREME BURGER |
| Category | A05. Best Use of Ambient Media: Large Scale |
| Entrant | McDONALD'S RESTAURANTS Hong Kong, HONG KONG |
| Entrant Company: | McDONALD'S RESTAURANTS Hong Kong, HONG KONG |
| Advertising Agency: | McDONALD'S RESTAURANTS Hong Kong, HONG KONG |
| Media Agency: | OMD HONG KONG, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Ms. Wendy Leung | McDonald’s Restaurants | Assistant Marketing Director |
| Ms. Shirley Kwan | OMD Hong Kong | Business Director |
| Ms. Irene Tsui | DDB Group | Business Director |
| Ms. Amy Chan | JCDecaux Pearl & Dean Ltd | Managing Director, JCDecaux Transport |
The ambient execution in both MTR & outdoor billboard became talk of town. Many people uploaded pictures on their Facebook as well as blogged about it. In terms of business results in the 3 weeks from Sep 21 to Oct 11, 2010 (compared to pre-promotion period): - Increment product sales +4.3% - Increment guest count +3.0% The launch of a Sakana Burger on OOH media was able to increase the footfalls in McDonalds and created a buzz that can be taken forward to the other future product lines as well.
The Food Event started with the Japanese Sakana Supreme Burger as an imperative launch to pave way for the future product line. Since this was the first launch in the series, it had to be exciting and impactful. Hence we chose the OOH platform. The MTR HK Station is identified as one of the busiest interchange Stations with the grandest open space in town to capture young adults. We utilised two pillars and built a grand torii with the signature "M" sign. The poster painted the wall with more torii and sakura. The latter was also printed as Bunting hanging from the ceiling, with grass-green floor sticker with pebbles. As the sakura Buntings gently floated in the air, passers-by were enveloped by the rich Japanese atmosphere. Also, a holistic outdoor location was identified to create strong talking value and uplift the theme about “Taste of the World” gateway ambient.
Our objective was to launch the new series of Premium Quality Burger under McDonald's M Selections to all walks of life and induce visits from new , specifically the young adults who are more attracted to exploring new tastes and new places. We needed to create a big noise and excitement around the new differentiated menu to capture our consumer’s attention The idea was to demonstrate that McDonald's international burgers taste so authentic that they give you a taste of foreign experience. To create an incredible impact for the first burger of the new series, we transformed HK MTR Station Concourse into a Japanese sakura garden with a grand torii for Sakana Supreme Burger. This worked most powerfully to our target audience as Japan is renowned as one of their favourite destinations.