Title | MCDONALD'S YELLOW CABS |
Brand | McDONALD'S RESTAURANTS (HK) |
Product / Service | NEW YORK BURGER |
Category | A01. Creative Effectiveness |
Entrant | DDB GROUP HONG KONG, HONG KONG |
Entrant Company: | DDB GROUP HONG KONG, HONG KONG |
Advertising Agency: | DDB GROUP HONG KONG, HONG KONG |
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 |
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.