McDonald's major push for delivery service

DDB   MCDONALD'S   ADVERTISING

Hong Kong - McDonald's will tonight launch one of its most ambitious advertising projects to date, buying three-minute ad blocks on TVB to promote its newly launched 24-hour home delivery service.

McDonald’s assault on the home delivery market was given a soft launch last week, with main components of the campaign to launch on TVB tonight. For the next two nights McDonald’s will purchase one and three-minute blocks to run the three TV campaigns, “Sister-Brother”, “WebCam Couple” and “Soccer”.

The first phase of the campaign launched with radio spots on 881903.com, the official website of HK Commercial Radio, Windows Live Messenger, bus bodies, MRT executions and in local publications including Apple Daily.

In addition, the campaign also used the time targeting feature of Windows Live Messenger to delivers the ads at the right time to consumers, including various sets of ad creatives for different time zones. 

For the radio ads, OMD worked with web partner 881903.com and MSN HK to create execute this campaign.

The third phase of the campaign, to launch in coming weeks, sees local pop stars including Eason Chan and Joey Yung dressed up as McDonald’s delivery drivers to surprise McDonald’s customers. TVB will film the pop stars delivery and launch a series of mini segments to run across the network. 

Jeffry Gamble, group creative director at DDB Hong Kong, said the three phases of the campaign are all part of a long-term, brand building exercise to make people enjoy their time with McDonald’s, whether it’s online, in-store or at home. 

“If you look at McDonald’s in general, it has never been about selling burgers, it’s always been about selling an experience and that is what we try to achieve with all our communication. We build an experience into every promotional campaign we do, it’s all about the experience and not the food," he said.

“We could have very easily gone the path of 'fast' or 'arrives hot' but instead we decided to look into our consumers' lives and find where McDonald’s can play an emotional role in their lives and uplift them emotionally."

McDonald's faces a big battle to regain ground in the home delivery market against established players like KFC, Pizza Hut and local Chinese food chains, but Randy Lai, regional marketing director for McDonald’s China, Hong Kong and Taiwan, said she is confident the marketing campaign would turn its fortunes, quickly. 

“We haven’t fully launched McDonald’s delivery service, but we truly believe that awareness of McDonald’s delivery service will reach 90% in a very short period of time," she said.

The three TV commercials, which go to air on TVB tonight, are available exclusively for Marketing readers.

Sister-Brother TVC 

WebCam Couple TVC 

Soccer TVC 

 

CREDITS

Project name: McDelivery Launch Campaign 2009

Client: McDonald's Restaurant (HK) Ltd.

Creative: DDB Group, Hong Kong

Creative: Jeffry Gamble Group Creative Director

Production: Annie Tong (Head of Broadcast)

Planning: Shiggy File Regional Planning Director, Asia

Interactive: Tribal DDB Hong Kong

Media Agency: OMD

Production: The Clan Too

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