CATCH DIM JACK by DDB Hong Kong, OMD Hong Kong for McDonald's

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CATCH DIM JACK

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Industry Fast food
Media Promo & PR, Case study
Market Hong Kong SAR China
Agency DDB Hong Kong
Associate Creative Director Polly Ko, Jay Lee, Joe Wong
Executive Creative Director Jeffrey Gamble
Creative Director Frankie Fung
Art Director Dido Chow
Agency OMD Hong Kong
Executive Creative Director Tim Cheng
Art Director James Or
Released May 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: McDONALD'S
Product/Service: McNUGGETS
Agency: DDB GROUP HONG KONG
Date of First Appearance: May 20 2010
Entrant Company: OMD HONG KONG, HONG KONG
Entry URL: http://www.mcdonalds.com.hk/chinese/
Business Director: Shirley Kwan (OMD)
Group Head: Tiffany Tse (OMD)
Media Execxutive: Darren Leung (OMD)
Planner: Monica Wong (OMD)
Strategic Planning Director: Deric Wong (OMG)
Communications Strategist: Harleen Kaur (OMD)
Executive Creative Director: Jeffrey Gamble (DDB)
Creative Director: Frankie Fung (DDB)
Business Director: Irene Tsui (DDB)
English Copywriter: Thomas Selby (DDB)
Account Director: Gladys Chin (DDB)
Art Director: James Or (DDB)
Associate Creative Director: Polly Ko (DDB)
Associate Creative Director: Jay Lee (DDB)
Associate Creative Director: Joe Wong (DDB)
Executive Creative Director: Tim Cheng (Tribal DDB)
Art Director: Dido Chow (Tribal DDB)
Interactive Designer: Gary Law (Tribal DDB)
Technical Manager: Tony Wong (Tribal DDB)
Account Director: Dickson Mok (Tribal DDB)
Media placement: OOH - Branded Truck, Outdoor TV - 20 May 2010
Media placement: Magazine - Milk - 27 May 2010
Media placement: TV - TVB Jade, J2, Cable TV - 31 May 2010
Media placement: Radio - All Commercial Radio - 01 June 2010
Media placement: MTR Train - Track Side, Platform Screen Door, Die-Cut Random Stickers - 02 June 2010
Media placement: Online - Yahoo!HK, MSN.com.hk, Sina.com.hk, Tvb.com, On.cc, The-Sun.on.cc - 03 June 2010

Insights, Strategy & the Idea
Given Hong Kong’s status as a culinary capital, consumers are constantly on the lookout for new dishes, new promotions and without this buzz, it just doesn't cut through. Our challenge was to launch a range of McDonald’s dipping sauces to get people to think about an old product – McNuggets - in a new way. The magic of Nuggets lies in its irresistible urge to dip them in sauces.

Our consumers were young adults aged 18-25. For this group, food has never been about satisfying physical hunger; it’s inextricably linked to their emotions. They are drawn to good tasting food and have an urge to immediately try one out.

So we anchored consumer’s emotion around our product truth and created a story with two real life characters– ‘Dim Jack’, a shadowy character obsessed with McNuggets, and his antagonist, ‘Officer Mak’, a heroic officer who wanted consumers to help him catch Dim Jack.

Creative Execution
"Catch Dim Jack" started with a viral video on social networks showing the villainous Jack stealing a McDonald’s delivery truck depriving consumers from trying the irresistible new sauces.

Officer Mak then made a public appeal and quickly began recruiting consumers through Facebook in order to catch Dim Jack, whilst Dim Jack started to create his own team of supporters. The public began providing daily updates of Dim Jack’s sightings to Office Mak through his Facebook profile and on the "Catch Dim Jack" microsite, by snapping real-life photos and videos of Dim Jack, his traces in McDonald’s outlets and MTR stations for a reward of a year's supply of McNuggets. Traditional media was also used to capture the story of Dim Jack’s escape.
In doing this, we not only captured an obsession, but brought to real life a demand from the public to rescue the new sauces from Dim Jack.

Results and Effectiveness
In 4 weeks, we beat sales target of 15 million McNuggets by an incremental 4 million units. To put this into perspective, our consumers had close to 3 McNuggets each during our campaign period.

Our sales target grew +26% vs. 2009. McDonald’s retail visits were up by +6.0%.

In just 24 hours, +1,000 people befriended Dim Jack on Facebook and up to 8,000 in a month! The microsite had +170,000 views. YouTube had +9,000 views. +1,300 reports were uploaded from the public to Office Mak.

We revitalised McDonald’s routine McNuggets and provided a new avenue for growth through a deeper consumer engagement.