Page 49 - MA2022-Souvenir-Programme

Bronze Award

“McDonald’s x MIRROR - 麥炸雞”
McDonald’s Hong Kong

This is a case about how McDonald’s Hong Kong launched a campaign that unlocked ‘Sharing’ as the new marketing currency.

In 2020, McDonald’s Hong Kong launched its bone-in-chicken product – Crispy Thighs. Having successfully introduced the product
through a campaign that owned the notion of ‘Juiciness’. In 2021, McDonald’s wanted to take this product further in its quest for
chicken leadership in the QSR category, building occasion for Crispy Thighs to drive consumption and to make it into a part of
customers’ routine.
As Crispy Thighs’ form factor is perfect for sharing, McDonald’s decided to own the occasion of sharing in its 2021 campaign. To
truly own sharing, we decided to leverage the biggest shared experience in town – MIRROR fandom. What came next was a seam-
less online-merge-offline campaign from online to in-store to all-around-town that created a mass sharing experience among its
customers and even staff, all the while generating positive business results for Crispy Thighs.
Through this campaign, 1 in every 2 HongKongers tasted McDonald’s Crispy Thighs, it closed the chicken leadership gap with KFC
to a small margin and drove positive brand results. All of this was achieved through a smaller average campaign spend due to its
smart utilisation of own channels. This campaign was so successful, it even became a pop culture sensation!

Comments from the Judges:
It was commended as an ambitious and acuminous campaign. Riding on the revival of canto-pop, McDonald’s launched a large-
scale celebrity campaign to build its leading position in the Bone-In-Chicken market.
It was a straight-forward but well thought out campaign, with well-defined objectives and rationale of the programme. The choice
of celebrity matched with McDonald’s image and has created a big bang in town. The way of engaging and challenging MIRROR’s
fans to turn the campaign into a larger-than-life experience was highly innovative. Virality of the campaign was extended through
the memes generated from netizens to create new contents. The campaign effectively unlocked the power of the celebrity group’s
fandom and became the most engaging consumer-centric celebrity fan campaign ever.
The campaign became talk-of-the-town without losing sight of the business objectives. It demonstrated the openness, creativity
and sensitivity of McDonald’s to inject fun elements that always touched the hearts of Hong Kong people in their marketing
campaigns. McDonald’s continuous efforts to drive customer long-term loyalty by stimulating them with new excitement and
engagement at every opportunity were highly successful and admirable.

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

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HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2022