Title | THE WORLD'S FIRST FRIENDLY 'HI-JACK' |
Brand | McDONALD'S HONG KONG |
Product / Service | CHICKEN MCBITES DIP DIP SHARING BOX |
Category | A01. Use of Screens |
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 | HONG KONG TELEVISION NETWORK (HKTV) Hong Kong, HONG KONG |
Name | Company | Position |
---|---|---|
Jeffry Gamble | DDB Group Hong Kong | Chief Creative Officer |
Clifford Ng | DDB Group Hong Kong | Executive Creative Director |
Frankie Fung | DDB Group Hong Kong | Group Creative Director |
Paul Yu | DDB Group Hong Kong | Creative Director |
Frankie Fung | DDB Group Hong Kong | Copywriter |
Paul Yu | DDB Group Hong Kong | Copywriter |
Ben Ling | DDB Group Hong Kong | Art Director |
Tony Cheung | DDB Group Hong Kong | Art Director |
Nelson Tsui | DDB Group Hong Kong | Art Director |
Annie Tong | DDB Group Hong Kong | Agency Producer |
Denise Wong | DDB Group Hong Kong | Agency Producer |
Vincent Wong | DDB Group Hong Kong | Agency Producer |
Andreas Krasser | DDB Group Hong Kong | Stratgey Planning Director |
Jan Lee | DDB Group Hong Kong | Account Services |
Tom Wong | DDB Group Hong Kong | Account Services |
Koey Kong | DDB Group Hong Kong | Account Services |
Germaine Tse, Eppie Tsang, Tiffany Cheng, Kenneth Li, Phoebe Ng, Yvonne Chiu, Pe | OMD Hong Kong | Media Agency |
So Man Chung | Hong Kong Television Network (HKTV) | Director |
- | Hong Kong Television Network (HKTV) | Editor |
In order to add extra excitement to the launch of the Dip Dip Sharing Box, McDonald's Hong Kong brought back its infamous, nugget-sauce stealing character, Jack the Dipper. Only this time, he surprised the city with a new message: that life is way more fun when you dip and share.
Within only a week, Jack the Dipper’s 'Hi-Jacks' saw more than 1 million views on YouTube and Facebook combined. The campaign generated a total of HK$1,512,147 in earned media. And, we were able to lift brand scores amongst young adults who thought of McDonald’s more as a family brand.
To emphasize the surprise element in the campaign, we initiated an industry-first activation that got people talking, resulting in an enormous wave of positive social word of mouth: The World’s First Friendly 'Hi-Jack'. We partnered with online broadcaster Hong Kong Television Network (HKTV) to enable Jack to literally hijack a popular local TV drama called 'The Borderline'. Right after a scene from the series, Jack the Dipper suddenly made a surprise appearance, pulling out a box of nuggets and sharing its craveable contents with the actors.
Our targets were young adults, including students and office workers. Not only were they the one's most likely to embrace a new format of advertising but they were also showing the highest levels of empathy for Hong Kong Television Network (HKTV) after its broadcasting license initially got rejected by the government. Core of our strategy was to embrace and tap into such positive predisposition towards HKTV and create a format of advertising that would talk to the audience’s sentiment and at the same time reflect the boundary-breaking context of the broadcasting channel itself.