MCDONALD'S NIGHT MENU

TitleMCDONALD'S NIGHT MENU
BrandMCDONALD'S
Product / ServiceMCDONALD'S 24 HOURS
CategoryB03. Self-promotion
EntrantTBWA\THAILAND Bangkok, THAILAND
Idea Creation TBWA\THAILAND Bangkok, THAILAND

Credits

Name Company Position
Nils Andersson TBWA\Asia Asia Creative President
Gigi Lee TBWA\ Malaysia Chief Creative Officer
Esther Wong TBWA\Hong Kong Executive Creative Director
Veradis Vinyaratn TBWA (THAILAND) CO., LTD Executive Creative Director
Ditdanai Nopparat TBWA\Thailand Creative Director
Louis Fung TBWA\Hong Kong Creative Director
Mikey Batt TBWA\Hong Kong Creative Director
Shireen Ang TBWA\ Malaysia Art Director
Liam Chan TBWA\Hong Kong Art Director
Nantawat Rodchau TBWA\Thailand Art Director
Rithtiphat Kijmongcoltham TBWA\Thailand Copywriter
Nickki Yong TBWA\ Malaysia Designer
Irene Siu TBWA\Hong Kong Designer
Mo Cheuk Hin TBWA\Hong Kong Designer
Kristie Ma TBWA\Hong Kong Designer
Ip Tsz Ho TBWA\Hong Kong Designer
Or Pui Fai TBWA\Hong Kong Designer
Chuthathip Muangwong TBWA (THAILAND) CO., LTD. Account Executive
Chawanvit Lertnimanoradee MEOUR production Photographer
Pattaranuch Noimeecharoen TBWA (THAILAND) CO., LTD. Agency Producer
Misterbow N/A Artist
Zrim N/A Artist
Benzilla N/A Artist
Asin N/A artist
October29 N/A Artist
Bonus TMC N/A Artist
SNM N/A Artist
Joker EB N/A Artist
MillionsMonster N/A Artist
Mauy N/A Artist

The Campaign

NIGHT MENU. A large-scale, multi-site McDonald’s menu that used the shutter doors of local businesses to keep the night alive for the people of Bangkok. To bring these shutter doors to life, we collaborated with 10 renowned graffiti artists who each painted an iconic menu item with directions to the nearest McDonald’s 24-Hours using their signature characters and styles.

Creative Execution

We picked out a busy neighbourhood in Bangkok and mapped out ten high-foot-traffic locations to be painted by our graffiti artists. Each location featured directions that pointed consumers step-by-step to the nearest 24-hour McDonald’s.

Indication of how successful the outcome was in the market

The McDonald’s Night Menu campaign has seen strong results over the first two weeks since launch. By using graffiti artists to deliver our message, we tapped into youth culture to build our relationship with our night-loving target audience and enhance our ‘Loving the Night’ brand proposition. Walk-ins (the key indicator for tracking the response rate) are up 13.5% compared to the same period the year before. The campaign has also garnered a social reach of more than 39,000 despite a very low budget to boost the campaign. Last but not least, the campaign has helped make McDonald’s an important part of Bangkok’s social culture by becoming a late-night attraction in its own right.

To reach our target audience of night-loving youths, night workers and tourists, we decided to bring the campaign to life on the streets. By using graffiti artists, we could harness the street culture of the night and speak to our audience in an authentic and unique voice.