McDonald's Promo DIPDIP NUGGETS by Leo Burnett Hong Kong

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Industry Fast food
Media Promo & PR
Market Hong Kong SAR China
Agency Leo Burnett Hong Kong
Executive Creative Director Gordon Hughes
Art Director Wen Chao Song
Copywriter Connie Lin
Designer Nick Pan
Photographer Scott Wright
Account Supervisor Lou Knowles
Released September 2010

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: McDONALD'S
Product/Service: FAST FOOD
Date of First Appearance: Sep 8 2010
Entrant Company: LEO BURNETT, Hong Kong, HONG KONG
Executive Creative Director/Copywriter: Amanda Yang (Leo Burnett Shanghai)
Executive Creative Director: Gordon Hughes (Leo Burnett Shanghai)
Creative Director/Art Director: Fish Feng (Leo Burnett Shanghai)
Copywriter: Connie Lin (Leo Burnett Shanghai)
Art Director/Typographer: Ian Cai (Leo Burnett Shanghai)
Art Director: Wen Chao Song (Leo Burnett Shanghai)
Account Supervisor: Lou Knowles (Leo Burnett Shanghai)
Designer: Nick Pan (Leo Burnett Shanghai)
Print Production: Martin Liu (Leo Burnett Shanghai)
Photographer: Scott Wright
Media placement: Out Of Home - Shopping Mall - 8 September 2010
Media placement: Promo - Shopping Mall - 8 September 2010

Describe the objective of the promotion.
In the fiercely competitive, fast-chicken loving market of China, our challenge was to create big buzz and re-ignite craving hunger for McDonald’s core product, the Chicken Nugget…

Describe how the promotion developed from concept to implementation.
Our solution was to remind people about the taste anticipation.
We did this at China’s busiest shopping mall.
McDonald’s asked us to create buzz for Chicken Nuggets.

Explain why the method of promotion was most relevant to the product or service.
Our solution was to remind people about the taste anticipation of dipping McDonald’s Chicken Nuggets into sauce - its perfect match - and we did this inside one of Asia’s busiest shopping malls in Guangzhou, South China.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The results have been more than promising, with Chicken Nugget sales increasing by 70% in Guangzhou. McDonald’s is now looking elsewhere, in China’s key cities for new venues to house this fun idea.