Page 61 - MA Dinner 2023

Merit Award

“McDonald’s Raise Your Arches (去麥記lor)”
McDonald’s Hong Kong

As the pandemic finally wraps up in the beginning of 2023, McDonald’s wanted to invite everyone back to its stores and rebuild
the iconic status of McDonald’s place among the masses and especially Gen Z. To inject new energy into its stores, McDonald’s
first partnered with Warner Music to bring the latest local and global hits for customers to enjoy at its stores. Next, to create
a grand invitation for everyone to come to McDonald’s, McDonald’s Hong Kong adapted its Global idea of “Raise Your Arches”,
turning the raised eyebrow expression and cropped golden arches logo into an iconic invitation. With the help of Hong Kong
stars and celebrities from all walks of life, McDonald’s then extended a mass invitation to go to McDonald’s on social media. The
campaign then let people play with the idea and invite each other to go to McDonald’s via an Instagram activation and a giveaway
of McDonald’s iconic food. The campaign even took over one of the biggest LED billboards on Victoria Harbour, using the iconic
invitation to extend festive greetings to all of Hong Kong. In the end, McDonald’s not only drove record traffic to its stores, but it
also rejuvenated its brand for the new generation.

Comments from the Judges:
The campaign has successfully revitalized McDonald’s iconic brand status in Hong Kong and elevated brand perception among
Gen Z and mass consumers by skillfully aligning with cultural moments and resonating with the target audience’s language.

Employing a multifaceted strategy that blended innovation with cultural relevance, the campaign strategically harnessed the
festive spirit of Chinese New Year to rekindle interest in dining at McDonald’s, particularly among Gen Z, following pandemic-related
declines in in-store visits. A universal invitation to McDonald’s, communicated through a non-verbal visual expression transcending
language—the raised eyebrows—became the campaign’s hallmark. Localizing this concept and tapping into Gen Z’s colloquial
language deepened the resonance with the target audience. Collaborating with Warner Music, the campaign’s incorporation of
music was a brilliant move, adding an extra layer to drive offline traffic into stores.

The campaign achieved remarkable social media impact and exceptional sales results. McDonald’s demonstrated its ability
to revitalize its iconic standing, ingeniously adapt global concepts, and effectively engage with Gen Z, establishing itself as a
trendsetter not only in the local but also the global fast-food industry.

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 2023

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