Title | McDONALD'S HAPPY NEWS |
Brand | McDONALD'S RESTAURANTS (HONG KONG) |
Product / Service | 2014 NEW YEAR CAMPAIGN |
Category | A02. Ambient media: small scale (incl. premiums and giveaways) |
Entrant | DDB 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 |
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 |
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.
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.
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.
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.