Why is this work relevant for Brand Experience & Activation?

As the challenger brand in Fried Chicken category, McDonald’s McCrispy Chicken need a consumer experience to enhance it’s key points of differences – Juicier and crispier Fried Chicken brought by the new food science technologies. As a new generation fried chicken, McCrispy Chicken need to establish it’s Hi-Tech image. But consumers are tired of food demo, we need to engage them with a more disruptive way. By creating a 3D Hi-Tech Lab, we bring the consumer to experience the making-of the McCrispy Chicken in a more entertaining and impactful way.

Background

- Situation As a brand-new product line of McDonald’s and a fried chicken category challenger, McCrispy Chicken has established a set of new standards for fried chicken with new food science to upgrade consumer taste experience. As a new product, it successfully stand out from the existing competitors, however McDonald’s is not top-of-mind fried Chicken brand so McCrispy Chicken need a more engaging way to catch attention. - Brief Disruptive media approaches (given awareness is already quite high, need more direct convert media strategy and drive more social buzz for talkability). - Objectives Business Objective: Directly convert KFC users to try McD McCrispy Chicken Marketing Objective: Build McD McCrispy Chicken as better choice for fried chicken

Describe the creative idea (20% of vote)

McDonald’s McCrispy Chicken is made from revolutionary food science, so we want to demonstrate to the consumer how “Hi-Tech” can make fried chicken crispier and juicier. We created a huge Hi-Tech Lab to demonstrate the making-of the McCrispy Chicken, we showed the journey of the mouthwatering McCripsy Chicken inside a Hi-Tech space that will turn from futuristic oven, steamer and fryer and finally in the pack. To make it more impactful, we used optical illusion to make it as if real 3D crispy chicken in a futuristic space. Then we worked with influencers to help push it on social media, make it a new sought-after check-in spot in Shanghai.

Describe the strategy (20% of vote)

-Target audience: Chicken lover (non- McCrispy Chicken users& McCrispy Chicken user, especially Gen-Z) -Approach: (1)Inspire non- McCrispy Chicken users for trial through McCrispy Chicken unique taste & food science (2)Disruptive media approaches to drive more social buzz for talkability. (disruptive OOH/ trending hashtag)

Describe the execution (30% of vote)

- Implementation First, we launched the digital video on the big LED screen in the CBD of Shanghai Then, we leveraged KOL and hot topic on social media to attract people’s attention and interest. Finally, the video went famous on social media and became a new must-check-in point of people. - Timeline 8th Oct: Video launch 8th Oct – 16th Oct: KOL share the selfies and videos with the big screen on social media 16nd Oct – 8th Nov: Became a new must-check-in point of people - Placement This disruptive OOH is located in HKRI Taikoo Hui, the heart of west Nanjing Road CBD, Jingan District, Shanghai The screen is near the subway No.11 exit of West Nanjing Road Station, which is a high traffic of people. - Scale A disruptive outdoor with 3D digital screen, amplifying by the KOLs on social media.

List the results (30% of vote)

(1) Sales volume is 2.2 times higher than in September (the month before the second launch). (2) Double retention rate of chicken category than average. (3) Impressions: first 10 days 517M. (4) Change in behavior: tripper new user recruitment of McCrispy Chicken than usual. (5) Consumer awareness: No.1 awareness among MCD SKU.