McDONALD'S MONOPOLY by DDB Hong Kong, OMD Hong Kong for McDonald's

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McDONALD'S MONOPOLY

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Industry Fast food
Media Promo & PR, Case study
Market Hong Kong SAR China
Agency DDB Hong Kong
Executive Creative Director Jeffrey Gamble
Creative Director Paul Chan
Art Director Dido Chow
Agency OMD Hong Kong
Executive Creative Director Tim Cheng
Creative Director Ong Shi Ping
Released December 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: McDONALD'S
Product/Service: McDONALD'S
Agency: DDB GROUP HONG KONG
Date of First Appearance: Dec 2 2010
Entrant Company: OMD HONG KONG, HONG KONG
Entry URL: http://www.mcdonalds.com.hk/
Business Director: Shirley Kwan (OMD)
Group Head: Tiffany Tse (OMD)
Media Execxutive: Darren Leung (OMD)
Planner: Monica Wong (OMD)
Digital Manager: Edward Tam (OMD)
Strategic Planning Director: Deric Wong (OMG)
Communications Strategist: Harleen Kaur (OMD)
Executive Creative Director: Jeffrey Gamble (DDB)
Creative Director: Ong Shi Ping (DDB)
Creative Director: Paul Chan (DDB)
Business Director: Irene Tsui (DDB)
Account Director: Gladys Chin (DDB)
Senior Planner: Amie Chan (DDB)
Executive Creative Director: Tim Cheng (Tribal DDB)
Social Media Creative: Tammy Foo (Tribal DDB)
English Copywriter: Thomas Selby (Tribal DDB)
Art Director: Dido Chow (Tribal DDB)
Account Director: Dickson Mok (Tribal DDB)
Media placement: TV - TVB Jade - 2 December 2010
Media placement: Newspaper - Headline Daily - 2 December 2010
Media placement: Magazine - Milk/ East Touch - 2 December 2010
Media placement: MTR Train - Zone Domination - Bunting, Pillars, Floor Vision, Posters On Wall, Escalator Cro - 2 December 2010
Media placement: OOH - Bus Body, TV - 2 December 2010
Media placement: Online - Yahoo!HK, MSN HK, TVB.com, Apple Daily, Go Yeah, Sina, On.cc, Ads Factor,Faceboo - 2 December 2010

Insights, Strategy & the Idea
Given Hong Kong’s status as a culinary capital, consumers are constantly on the lookout for new culinary experiences, new promotions and without this buzz, it just doesn't cut through. Our objective was to inject more fun and more buzz to generate more talk value for McDonald’s menu.

We spoke to mass consumers who are hard pressed for time and look for convenient meal solutions. Therefore, communicating with them needed to be entertaining and engaging.

We tapped into an all-time favourite board game, Monopoly, to deliver this buzz and excitement. The game was localised with addresses named after Hong Kong’s popular locations to resonate with Hong Kong consumers. Consumers had a 1 in 4 chance of winning a prize in these locations. This proved to be interesting for them since real-estate/property-buying was an obsession amongst them. We created a human-size Monopoly board game for them to participate in.

Creative Execution
Given nearly 75% of our consumers take MTR every day, we turned one of the busiest stations into McDonald’s Monopoly game board. The station was chosen as a platform for our game due to its connectivity and accessibility to the locations that there were shown in our board game as well, as its close proximity to McDonald’s restaurants.

The board game was created with large stickers on the MTR floor for consumers to play the game at the station. Traditional media was also used to spread awareness about the game and gave consumers the feeling of ‘easy to play’ and ‘easy to win’.

Through TVC, MTR advertising platforms, McDonald’s mini-site, blogs and Facebook, consumers were invited to take a ‘peel & play’ coupon from McDonald’s with the purchase of any food item. This coupon could be used to play the game at the MTR station with ample opportunities to win prizes.

Results and Effectiveness
During a 6-week campaign period, McDonald’s generated incremental product sales by +7.1% and +3.9% in guest count.

There were over 550,000 visits to the campaign site, which was equivalent to 12.7% of Hong Kong’s population.

Excitement in social media was high. Consumers created their own game piece exchange platform where they exchanged information and discussed the game.

On Facebook, over 9,500 fans were recruited in 6 weeks, with over 1.5 million post views.

Post campaign study gauged positive consumer reactions. Most consumers who had played the game were impressed with the overall size of the game.