ONLINE AUCTION STORE by DDB Shanghai, Tribal Worldwide Shanghai for McDonald's

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ONLINE AUCTION STORE

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Industry Fast food
Media Promo & PR, Case study
Market China
Agency DDB Shanghai
Executive Creative Director Dirk Eschenbacher
Creative Director William Chang Suk-Ping
Art Director Angel Ye
Agency Tribal Worldwide Shanghai
Copywriter Dola Qi
Released February 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: McDONALD’S CHINA
Product/Service: SUPER VALUE MEAL
Agency: DDB CHINA GROUP
Agency: TRIBAL DDB SHANGHAI
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: DDB CHINA GROUP, Shanghai, CHINA
Entry URL: http://116.228.186.133/awards/mcd/index.html
Marketing Director: Celia Cheng (McDonald’s China)
Assistant Manager: Eddie Chan (McDonald’s China)
Marketing Executive: Calvin Wang (McDonald’s China)
Executive Creative Director: Dirk Eschenbacher (DDB China Group/Tribal DDB Shanghai)
Chief Creative Officer: Michael Dee (DDB China Group)
Creative Director: William Chang (DDB China Group/Tribal DDB Shanghai)
Business Director: Mike Zeng (DDB China Group/Tribal DDB Shanghai)
Art Director: Angel Ye (DDB China Group/Tribal DDB Shanghai)
Copywriter: Dola Qi (DDB China Group/Tribal DDB Shanghai)
Media placement: Website - Taobao.com - 1 March 2009

Results and Effectiveness
Attracted 3,213,000 customers to visit Page views: 16,518,000 Registered members: 679,000 Auction participants: 16,071,000 Added as “My Favourite Shop”: 2,588,000

Creative Execution
We cooperated with TAOBAO.com: the user can bid high-end products like a mobile phone which original price is RMB 2999.5, through a special bidding mechanism each bid action will reduce the bid value by RMB 1. The final bidder who reached the minimum price at TMB 16.5 will be the winner.

Insights, Strategy & the Idea
During the current economic crisis, Super Value has become the hot topic of 2009 and this year also marks 10 years of McDonald’s in China. Throughout this whole time, the price of McDonald’s Super-Value combo never changed. Our challenge was to leverage the current economic climate and see how we could further strengthen the perception of “McDonald’s = Super Value” in people’s minds. Our idea is to establish The World’s 1st McDonald’s Online Auction Store.