McDonald's Promo CHICKILEAKS by DDB Shanghai

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Industry Fast food
Media Promo & PR
Market China
Agency DDB Shanghai
Executive Creative Director Chris Lightburn-Jones
Creative Director Kevin Chiu, William Chang Suk-Ping
Art Director Jim Hau, Tengchuen Swee
Released March 2010

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: McDONALD'S
Product/Service: FAST FOOD
Date of First Appearance: Mar 1 2010
Entrant Company: DDB CHINA GROUP, Shanghai, CHINA
Entry URL:
Executive Creative Director: Chris Jones (DDB China Group / Tribal DDB Shanghai)
Creative Director: Kevin Chiu/William Chang (DDB China Group / Tribal DDB Shanghai)
Art Director: Jim Hau/Tengchuen Swee (DDB China Group / Tribal DDB Shanghai)
Senior Copywriter: Yi Hsin Hsu (DDB China Group / Tribal DDB Shanghai)
Business Director: Mike Zeng (DDB China Group / Tribal DDB Shanghai)
Senior Account Manager: Celia Yang (DDB China Group / Tribal DDB Shanghai)
Chief Creative Officer: Michael Dee (DDB China Group)
Media placement: Online Banner - - Mar 1, 2010
Media placement: Website - - Mar 1, 2010
Media placement: Trailer Movie - - Mar 1, 2010
Media placement: Episode Movies - - Mar 1, 2010

Describe the objective of the promotion.
Chinese consumers like in other part of the world are becoming very demanding these days. They want high quality ingredients in their food. If they are going to eat chicken (and they really love chicken) then they want to know exactly where it is coming from. More and more they asking for traceability in the food supply chain. McDonald’s wanted to prove to its Chinese consumers that they only use the very best as a way to promote their new Premium Grilled Chicken Sandwich and switch people from their competitors.

Describe how the promotion developed from concept to implementation.
Together with the client we decided to be totally open and invite consumers to see the truth for themselves. We developed the creative theme “Chickileaks” (which has the exact phonetic sound as “Wikileaks”) and decided to send a team of reporters from China’s biggest news portal along with a camera crew to a farm that produces chicken for McDonalds. Their video diary showed them tasting the chicken feed, seeing the living conditions and discovering that there are no added hormones used during their growth. McDonald’s also gave all viewers a special offer coupon for their Premium Grilled Chicken Sandwich.

Explain why the method of promotion was most relevant to the product or service.
Because this kind of corporate transparency is practically unknown in history knew that this kind of video would create a massive buzz and go viral very quickly. Just giving a special offer coupon for a chicken product is not enough to cut through the noise. You need to make headlines. By creating a documentary video, which was broadcasted on Sina, China’s largest portal site, we could drive the consumers to the “Chickenleaks” minisite where people could share their opinion and get more information about the chicken’s origin and of course McDonald’s new chicken product.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Almost 12 million people watched the videos on Chinese portals like Tudou and Youku to discover the truth. This showed that we had hit a nerve with the public and proved that they were hungry for this kind of information. Roughly 1.8 million took the time to share their opinions and photos on the campaign site and helped spread the word even further.
Sales of the Premium Grilled Chicken Sandwich increased by 60% and the sale of chicken wings increased even higher going up to 154% making the client very happy.
“Chickileaks” proved that the truth is a powerful thing.