Page 41 - HKMA/TVB Awards for Marketing Excellence 2019-Dinner Souvenir Programme

Gold Award

“McDonald’s X 鋒味 MY TASTE OF HONG KONG”
McDonald’s Hong Kong

For three years, to satisfy modern consumers who are always looking for more premium options, McDonald’s has strived to
“­Democratize Fast Casual” with its Signature Collection – a menu featuring high quality ingredients and items co-created with
famous chefs which showcase internationally-inspired flavours.

While the menu successfully appealed to trendsetters, more than half of our customers were still hesitant towards the Signature
Collection. Despite the affordability, customers found the products too novel and far-removed for them to try. To encourage
c­ ustomers to trade up, McDonald’s had to make sure they saw something familiar, yet in a completely new light.

It realized that despite being a local favorite, McDonald’s had never introduced a product line-up inspired by the cuisines and
people of Hong Kong.

This insight gave us a great idea: My Taste of Hong Kong.

Partnering with local superstar and icon Nic Tse, McDonald’s journeyed through a six-month culinary exploration into Cha Chaan
Tengs, Dai Pai Dongs and even household kitchens. Combining our learnings with his culinary and artistic talents, Nic channelled
childhood memories of his beloved hometown into an authentic Hong Kong-inspired product line-up.

To execute our “Round the Clock, Rock the City” marketing strategy, it teased the launch of this unprecedented campaign with a
music video depicting Nic’s love for his hometown. A series of complementing TVCs extended the narrative of the music video,
further amplifying our city-wide media domination.

The campaign was a massive success. Not only were McDonald’s able to exceed all business and marketing objectives, it also
achieved uplifts of over 250% in total premium burger sales and around 30% in “Value for Money” measurements r­espectively.
With a halo effect over the entire Signature Collection, McDonald’s Hong Kong further solidifies its “Democratize Fast Casual”
p­ ositioning and gains a sustainable business platform in the long run.

Comments from the Judges:
It was commended as a truly authentic campaign with high degree of local adaptation. Partnering with a relevant and charismatic
celebrity, Chef Nicholas Tse, the campaign has successfully strengthened the bonding of Hong Kong people towards McDonald’s
and their beloved hometown.

Based on an insightful market analysis and extensive culinary exploration to local restaurants, McDonald’s created the premium
Hong Kong burger experience at an unbeatable value. The launch of its signature burger series without altering the sales volume
of the traditional burgers was certainly a momentous task. The implementation of Rock the City, Round the Clock approach by
launching Nicholas Tse’s newest single and music video effectively drove mass awareness in town. The overwhelming “My Taste
of Hong Kong” premium burger enables McDonald’s to diversify its premium burger series that would appeal to literally everyone.

The results were extraordinary as proven by the exceptional growth in brand awareness and financial achievement. With clear
understanding and precious execution catering for local tastes, McDonald’s successfully turned its innovative idea into a distinctive
campaign that well surpassed its original intent.

Parties to be Recognized for Contributing to the Success of the Programme:
1. DDB Group Hong Kong
2. OMD Hong Kong

39HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2019