The Campaign

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. We came up with a happy newspaper to go with the breakfast, so all of Hong Kong could start 2014 in a refreshing way. Staying true to McDonald’s brand essence that represents great times and fantastic meals.

The Brief

To engage customers and to cheer Hong Kong up with McDonald’s all-day breakfast promotion. And to promote the brand in year 2014.

Results

On 1 January 2014, McDonald’s received a guest count of over 477,700 customers, the highest single-day guest count in the history of McDonald’s stores in Hong Kong. They also received a record-breaking sale of over $16 million. The newspaper and breakfast moments were snapped and shared by consumers on online platforms, including Facebook, Instagram etc. throughout the day, which helped us further spread the promotion through word of mouth and attracted even more customers.

Execution

On 1 January 2014, we served the free Happy Newspaper with the all-day breakfast set to customers. As a brand that represents happiness, we successfully gave Hong Kong a boost, by offering them great breakfasts throughout the day and by delivering delightful news, such as: happy greetings from celebrities, happy new-born on new year’s day, happy exhibitions and activities etc.

The Situation

Year 2013 was a year full of frustrating news for Hong Kong. As another year approaches, it is a great time for McDonald’s to once again reinforce its connection with the community in the coming year.

The Strategy

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.