McDonald's DM STAR DELIVERY by DDB Hong Kong, Tribal Worldwide Hong Kong

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Industry Catering & Fine Restaurants, Fast food
Media Direct marketing
Market Hong Kong SAR China
Agency DDB Hong Kong
Art Director Jackson Wong, Winnie Chan, Kym Ma, Grace Fung
Copywriter Polly Ko
Agency Tribal Worldwide Hong Kong
Released June 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: McDONALD'S
Product/Service: McDELIVERY
Date of First Appearance: Jun 17 2009 12:00AM
Chief Creative Officer: Ruth Lee (DDB Hong Kong/Tribal DDB Hong Kong)
Creative Director/Copywriter: Jeffry Gamble (DDB Hong Kong/Tribal DDB Hong Kong)
Creative Director/Art Director: Asawin Phanichwatana (DDB Hong Kong/Tribal DDB Hong Kong)
Creative Director/Copywriter: Frankie Fung (DDB Hong Kong/Tribal DDB Hong Kong)
Copywriter: Polly Ko (DDB Hong Kong/Tribal DDB Hong Kong)
Art Director: Jackson Wong (DDB Hong Kong/Tribal DDB Hong Kong)
Art Director: Kym Ma (DDB Hong Kong/Tribal DDB Hong Kong)
Art Director: Winnie Chan (DDB Hong Kong/Tribal DDB Hong Kong)
Art Director: Grace Fung (DDB Hong Kong/Tribal DDB Hong Kong)
Media placement: TV, Street, Online - TVB, Youtube - 17/06/2010

Describe the brief/objective of the direct campaign.
To launch the McDonald’s new McDelivery service, our challenge was to generate massive awareness and cut-through in a cluttered marketplace. Customers go to McDonald’s to eat, but they don't go there purely for the food. They love the McDonalds “moment” just as much as they enjoyed the food.

Explain why the creative execution was relevant to the product or service.

The campaign leveraged McDonald's' strong ties with locally idolised celebrities. By offering the possibility of a celebrity being delivered directly to consumers front doors, the campaign made food delivery a service the celebrities' fans could get excited about. It also tied into the McDonald's brand's ethos of giving its customers 'happy and magical moments', and linked these 'moments' inescapably with the delivery hotline number, 2338 2338.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To launch this campaign in a surprising, memorable way, we literally surprised our consumers by getting local celebrities to deliver a once in a lifetime moment to their homes simply by dialling 2338 2338. We broadcast the star deliveries as they happened each week on TVB.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign got plenty of free coverage online, on TV and in magazines. 81% awareness of the TV programme More than 2m monthly unique visitors to the McDonald's site (7.8 x normal) More than 133,700 views on and YouTube McDelivery sales boomed - Sales up by 104.2%, - Transactions up by 106.8%