MCDONALD'S YELLOW CABS

TitleMCDONALD'S YELLOW CABS
BrandMcDONALD'S RESTAURANTS (HK)
Product / ServiceNEW YORK BURGER
CategoryA01. Creative Effectiveness
EntrantDDB GROUP HONG KONG, HONG KONG
Entrant Company:DDB GROUP HONG KONG, HONG KONG
Advertising Agency:DDB GROUP HONG KONG, HONG KONG

Credits

Name Company Position
Jeffry Gamble DDB Group Hong Kong Executive Creative Director/Copywriter
Paul Chan DDB Group Hong Kong Creative Director/Copywriter
Ong Shi Ping DDB Group Hong Kong Creative Director/Art Director
Polly Ko DDB Group Hong Kong Copywriter
Ciff Luk DDB Group Hong Kong Art Director
Winnie Chan DDB Group Hong Kong Art Director
Sum Leung DDB Group Hong Kong Art Director
Ben Ling DDB Group Hong Kong Art Director
Peter Rodenbeck DDB Group Hong Kong Vp Regional Director/Asia
Irene Tsui DDB Group Hong Kong Business Director
Meggy Cheng DDB Group Hong Kong Account Director
Koman Ko DDB Group Hong Kong Account Manager
Rainco Lam DDB Group Hong Kong Account Manager
Annie Tong DDB Group Hong Kong Head Of Broadcast
Alex Li DDB Group Hong Kong Assistant Tv Producer

Brief Explanation

In seeking a growth avenue to move beyond its traditional offering of value priced products, McDonald’s embraced its international roots and launched the Chicken Bacon Deluxe (CBD), a New York style burger priced 40% above its regular range. To capture the experience, and cut through to an elusive audience, McDonald’s literally brought New York to the streets of Hong Kong via a unique integrated “street to store” communication effort that largely eschewed traditional media. The campaign generated a 25% sales lift over a similar type of product launch in the previous year, and close to 50% of the target population in Hong Kong tried the product in the five weeks it was sold.