Page 55 - HKMA 2020 Awards Souvenir Programme

Merit Award

“McCafe 20th Anniversary”
McDonald’s Hong Kong

To celebrate its 20th anniversary, McCafé decided to extend its portfolio into democratizing the beverage industry by launching
its “Cheese Cap Series”, a line of premium teas and coffees to suit the tastes of younger consumers by leveraging a growing trend.
In order to appeal to its artistically minded, #foodporn generation consumers, the campaign was launched by collaborating with
the creative team of Juno Mak and Kay Tse. An experimental film was created by the duo, taking inspiration from their relationship
to coffee as a continuation from their previous existing videos to build on a love story already popular with the younger generation.
Not content with just its music video, it extended the artistry of the campaign by bringing other creative collaborators. Filip
P­ agowski, famed graphic artist, brought his unique street-art stylings to help create special 20th Anniversary edition McCafé cups.
Then it brought in Lee Kang Bin from South Korea, arguably the most famous “Cream Artist” in the world, to showcase his latest
“Latte Art” on McCafé products to generate further buzz on and offline.
Knowing that the Premium Tea space is built on on-ground activations, as a brand consumers can experience, McCafé made sure to
bring its“Cheese Cap Series”to the streets. DIY workshops pop-ups allowed tea and coffee lovers alike to join a Latte Art Workshop,
a DIY workshop to create the art of Filip Pagowski, and a high-traffic product giveaway.
The campaign was a major success. McCafé nearly exceeded its PR Value target by 50%, and in first 10 days it already exceeded its
target of total number of products consumed by 147%. Not only did sales sustain throughout the campaign, the launch period
included 3 of the highest individual sales dates in the 20 year history of McCafé.

Comments from the Judges:
It was commended as a good market diversification strategy to generate new business while underpinning the position of McCafé
in the out-of-home beverage market. As premium tea went mainstream, the campaign represented a clever move whereby McCafé
tapped a new segment with long-term potential and refreshed its branding especially among the young consumers.
The artistic and hyper-social elements of the campaign were its key differentiators. The series of creative collaboration with iconic
artists, including the music video, special edition cups, pop-up store and ‘latte art’ on McCafé products, had a huge appeal to
and turned the young consumers into brand ambassadors spreading the word about the new products. With a well-planned
multimedia strategy comprising viral social media content and out-of-home domination, visibility was also maximized.
Results of the campaign was remarkable. Apart from engaging with the younger generation, the campaign also boosted product
sales and delivered tremendous PR value. McCafé serves as a great example that brands should evolve with market trends and be
bold to experiment new ideas, as any of them could become the next revenue driver.
Parties to be Recognized for Contributing to the Success of the Programme:
1. DDB Group Hong Kong
2. Fimmick Limited
3. OMD Hong Kong

53HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2020