McDONALD'S HAPPY NEWS

TitleMcDONALD'S HAPPY NEWS
BrandMcDONALD'S RESTAURANTS (HONG KONG)
Product / Service2014 NEW YEAR CAMPAIGN
CategoryA02. Ambient media: small scale (incl. premiums and giveaways)
EntrantDDB GROUP HONG KONG, HONG KONG
Entrant Company DDB GROUP HONG KONG, HONG KONG
Advertising Agency DDB GROUP HONG KONG, HONG KONG
Media Agency OMD HONG KONG, HONG KONG
Production Company TOUCHES Hong Kong, HONG KONG

Credits

Name Company Position
Jeffry Gamble DDB Group Hong Kong Chief Creative Officer
Frankie Fung DDB Group Hong Kong Creative Director
Asawin Phanichwatana DDB Group Hong Kong Creative Director
Nateepat Jaturonrasmi DDB Group Hong Kong Creative Director
Jesse Wong DDB Group Hong Kong Creative Director
Jesse Wong DDB Group Hong Kong Copywriter
Lau Cheong DDB Group Hong Kong Copywriter
Asawin Phanichwatana DDB Group Hong Kong Art Director
Nateepat Jaturonrasmi DDB Group Hong Kong Art Director
Roy Ha DDB Group Hong Kong Art Director
Diana Nip DDB Group Hong Kong Art Director
Hui Ka Kit DDB Group Hong Kong Art Director
Annie Tong DDB Group Hong Kong Agency Producer
Meggy Cheng DDB Group Hong Kong Account Services
Tom Wong DDB Group Hong Kong Account Services
Maggie Yuen DDB Group Hong Kong Account Services
Koey Kong DDB Group Hong Kong Account Services

The Brief

To launch its all-day breakfast promotion on 1 January 2014 for one day only, McDonald’s wants an engaging way to cheer people up, while staying true to its brand essence that represents great times and fantastic meals.

Creative Execution

As a brand that represents happiness, we successfully gave Hong Kong a boost, by offering them great breakfast sets throughout the day and a fantastic start to the new year.

Describe the creative solution to the brief/objective.

We came up with a one-of-a-kind newspaper to go with the breakfast, because having breakfast and reading the paper always go together. The “Happy Newspaper” only ran great news. So consumers may enjoy their breakfast at any time of the day, while reading only delightful news and nothing else, kicking off a great start to a brand new year.

Results

On 1 January 2014, McDonald’s had a historic guest count of over 477,700 customers, with a record-breaking sale of over $16 million. People of Hong Kong got to enjoy a fantastic morning, afternoon and evening with delicious food while reading uplifting news stories and columns.