The Campaign

Dating in McDonald’s is never seen as ideal for most Hong Kong couples. Perceived as a valuable option, McDonald’s was too fast paced for a romantic dinner. There was even a popular online article titled “You should marry the girl right away if she is willing to have McDonald’s with you”. Highly sharable among millennials, we realized Tamago has got everything people look for from a modern dream girl – understanding, virtuous, and soft hearted. Yet, these “timeless attributes of an Asian woman” were simply overwhelmed by intelligence and independency of Hong Kong woman. The urge to look for a timeless dream girl in a modern world created an opportunity for us to revive the growing potential of Shogun Burger!

Creative Execution

The story began with two ancient-style huge packages on Airport. Photos were shared with an enigmatic Gif on social, teasing their arrival. Soon audiences realized Shogun needed help, as they came across vintage on-street flyers and “missing-person-notices” among newspaper’s announcement ads. Social pages got alerted and helped spread the news, seeking Tamago’s sightings. Thanks to HKer’s effort, Tamago was spotted in places. We leveraged on social pages of HK’s 18 districts (community information-hubs) to track Tamago by asking people to upload images. As Tamago’s whereabout got clearer, we invited discussion on popular social pages, predicting if Shogun could find Tamago eventually. Shogun finally reunited Tamago on Valentine’s Day! To celebrate, we rolled out limited offer of buy-1-get-1-free for Red Bean (means long-lasting love in Asian culture) Pie for HK’s couples to enjoy sweetness together. The story ended as Shogun travelled back with Tamago with memories and farewell of public.

Audiences found “Bring the love back” highly engaging. By creative integration of vintage and modern media: - The Vintage Missing Person Notice reached over 689K people, engaged over 13K people on social media and got shared over 450 times online - The campaign was the talk of the town, created over 70K of social conversation - Post shared over 2,100 times on Facebook, reached 4.4M+ of people HKers celebrated the reunion of Shogun and Tamago too! - Shogun Burger series sold out in 10 days earlier! - Sales of Shogun burgers 58 % over target; - Guest Count increase 3.2% in campaign period.

Think about “Somewhere in Time”, “The Time Traveler’s wife” and the “The Lake House”, love stories of time travelers always engage. Our idea - “Bring the love back” is one of our own and we invited the audiences to be part of it. Just upon arrival of their “time journey”, Shogun and Tamago lost each other in Hong Kong. Shogun went all the way but still unable to find Tamago. Asked for sightings, Tamago was spotted in different places around Hong Kong. But every time Shogun was too late to miss Tamago by inches, leaving the couple wandering in the city. With the help of HKers, the couple finally reunion on the Valentine’s Day. They decided to stay in Hong Kong to taste the atmosphere of romance, before travelling back to ancient Japan with unforgettable experience.