| Title | BEEF CAMPAIGN 2012 |
| Brand | McDONALD'S |
| Product / Service | BEEF BURGER |
| Category | C01. Integrated Media Campaign |
| Entrant | TBWA\SHANGHAI, CHINA |
| Entrant Company: | TBWA\SHANGHAI, CHINA |
| Advertising Agency: | TBWA\SHANGHAI, CHINA |
| Media Agency: | OMD CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Edmund Choe | TBWA\Shanghai | Chief Creative Officer |
| Kienhoe Ong | TBWA\Shanghai | Group Creative Director |
| Joe Zhou | TBWA\Shanghai | Creative Director |
| Steven Chung | TBWA\Shanghai | Associate Creative Director |
| Popo Jin | TBWA\Shanghai | Senior Art Director |
| Jeff Zhang | TBWA\Shanghai | Copy Writer |
| Brian Swords | TBWA\Shanghai | Brand Leader |
| Jane Lim | TBWA\Shanghai | Group Account Director |
| King Lee | TBWA\Shanghai | Associate Account Director |
| Raymond Lau | TBWA\Shanghai | Head Of TV |
| Mo Chan | TBWA\Shanghai | Senior Producer |
| Joanna Zhao | TBWA\Shanghai | Creative Service Director |
| Crystal Lin | TBWA\Shanghai | Project Manager |
| Thomas Wang | TBWA\Shanghai | Brand Strategist |
Results: Men ate more beef burgers. Beef category sales increased by 87% . The ‘100% superior beef’ quality message recognition was up 25% in Shanghai, up 30% in Guangzhou, and was 12% higher than the norm in Beijing. Overall sales of all beef combo sets vs. 2011 increased by a whopping 28.4%, and sales of the extra value meal increased by 8.6%. During the campaign period, 40% of consumers visited McDonald’s more frequently and spent 10% more in the restaurant. During the campaign period, 25.6 million online impressions were generated, and online consumers generated a total of 559,000 topic threads.
Solution: “100% Real Beef for 100% Manly Man” TVC: China is a massive country and the definitions of what constitutes a manly man vary from city to city. We studied the characteristics of men from different areas around China, and developed one national thematic TVC and four tailor-made TVCs that paid tribute to local manliness in a light-hearted way. OOH: We also created the ‘100 Ways to be a Manly Man’ outdoor campaign. We dominated subway stations and trains and gave men manly advice. Here men were tutored on how to hail a cab, how to sit at a bar, and how to answer a phone in a manly way. Digital: We amplified our idea by creating the ‘Valentine Big Mac Box’ (comprising of a customized manly man t-shirt), and sell it online. Each t-shirt was printed with cheeky line that paid tribute to man.
Challenge: Chinese people love chicken, so much so, that 70% of set meals sold at McDonald’s in China are chicken burger combos. In the rest of the world the beef burger is the champion and is loved by all. We needed to ignite China’s love affair with the McDonald’s Beef Burger. Objective: Our main objective was to make Chinese men want our Beef burgers, and to big up our ‘100% beef’ quality credentials. Insight: Men in China were loosing touch with their manly side. They have become clean cut, coiffured and manicured, shadows of their former selves. Many men want to liberate themselves from this, and want to get back to a simpler time where they could act as nature intended and not feel ashamed. They wanted to be MEN and to feel PROUD to be so.