Brief Explanation

It was already the 4th time McDonald’s wicked character Dim Jack returned with his Dip Dip Sharing Box. This year, despite such high volume base, we needed to hit an incremental sales target of +3% and incremental guest count of +2%. Launching in Christmas and New Year, more than enough advertisers communicate how their products bring the joy and pleasure of sharing. To excite and drive all young adults in town to our restaurants, we needed buzz-worthy content that would amplify the fun of sharing! Content that rolled out in a media channel they strongly supported emotionally!

The Brief

Talking to young, keen-eyed viewers who actively pointed out mistakes on TV scenes, we created a series of hardcore, in-your-face Dim Jack placements to take the city by surprise! The Idea – A Dim Jack “Hi-Jack” We injected high excitement by getting Dim Jack to look for people to share the Dip Dip Sharing Box with, ANYONE from ANYWHERE. We strategically kicked off the campaign where young adults were most likely to embrace a new format of advertising, Hong Kong Television Network – a media who won enormous support and empathy after the government refused to grant them a free-to-air TV license!

Describe the success of the promotion with both client and consumer including some quantifiable results

Turning the suspenseful scenes into fun, within just 1 week, in a city of 7 million population, videos of Jack’s “Hi-Jacks” successfully generated were seen already more than 1 million views on YouTube and Facebook combined, surpassing our target by 43% already before the end of the campaign! We generated a total of HKD1.5million earned media, 89% above target!

Explain why the method of promotion was most relevant to the product or service

Right after the most insanely exciting and hectic chase scene from Hong kong Television Network’s crime thriller ‘Borderline’, Dim Jack made a surprise appearance, replicating the same scene. When viewers expected the police to pull out his gun, instead, Dim Jack pulled out a box of nuggets, sharing its crave-able contents with the actor! Replicating a series of unprecedented scenes that genuinely entertained young viewers, we truly got people talking! But Jack did not stop there. We also initiated a series of multi-channel industry-first activations, where Dim Jack hijacked magazines, local YouTube KOLs’ video, popular local radio programs and even in-store as a surprise attendee at our restaurants!