McDonald’s launches new brand campaign

Hong Kong - McDonald's and DDB Hong Kong have launched a new brand campaign worth HK$35 million created specifically for the Hong Kong market.

"Through research and our interaction with customers, we know that everyone has a McDonald's story.  This campaign provides an opportunity to share some of those stories.  Consistent with McDonald's ‘i'm lovin' it' brand platform, the campaign builds on the three key dimensions of "it" - the food that we love, the moments that we share, and the feelings that we get," Randy Lai, vice president, marketing and communications of McDonald's Hong Kong said.

"We know that McDonald's holds a really unique place in the hearts of the people of Hong Kong, and almost everyone can recall a special moment that happened or revolved around McDonald's because it has played a meaningful role in their lives. This campaign merely captures the essence of what makes McDonald's a special place for its customers and its staff, and in doing so enhances the empathy with the McDonald's brand overall," Tim Evill, vice chairman of DDB Asia said.

The campaign expected to run throughout the year and consists of three TVCs, outdoor billboards to be situated at the Kowloon entrance of the Cross Harbour Tunnel and near Sogo in Causeway Bay, as well as an internet site designed by Tribal DDB.

Lesson Learned, which launches tonight, is a 45 second spot featuring a mother who realised that she should let her son enjoy his childhood instead of racing around the city to attend the many extracurricular activities. The ad in time for Mother's Day shows mother and son bonding and enjoying a meal at Mcdonald's.

Special Crew will air on 18 May. It features a special needs person who has been a member of the McDonald's crew for over 12 years where he is quite used to people wanting to help him but finds he gets the most pleasure from being able to help others, which is what he does every day at McDonald's. 

The final TVC to air in July spotlights on a couple's relationship that began at McDonald's and looks about to end there as well. However, by remembering the time they first met at the restaurant, the boyfriend makes an attempt to start over.

OMD handles media planning and buying for this campaign.