The annual integrated campaign, McDonald’s Monopoly, is back again this year with some astonishing out-door executions.
Jointly created by DDB Group Hong Kong, OMD Hong Kong and TCOB Media, the integrated campaign, touted as “You’ll win for sure”, will span TV, print, digital, social media, OOH and in-store executions throughout December.
On the television front, three TV commercials have been rolled out to feature the three different ways for winning in this year’s Monopoly scheme. They include instant win prizes valued at more than HK$400 million; same colour property game pieces collected for prizes; and a HK$10,000 daily lucky draw on WeChat.
“Partnering with WeChat helps us to dial up the importance of social media in our entire campaign mix. It’s a one-stop engagement platform where customers are able to get information related to Monopoly and updates on game news,” said Yvonne Tang, marketing director of McDonald’s Hong Kong.
Collect to Win:
WeChat Daily Draw:
On top of that, a series of game token parades will be running every weekend at Causeway Bay, Central and Tsim Sha Tsui to engage with pedestrians. Vehicles that drive through Eastern Harbour Tunnel will experience McDonald’s Monopoly with a decorated pay booth and staff handing out Monopoly money coupons.
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“This year we created an ‘experiential fun’ campaign with the key message of ‘You’ll win for sure’ across the media,” said Tang.
“McDonald’s Monopoly aims to provide excitement to our customers through the game experience and prizes, as McDonald’s is a brand that wants to spread positive energy.”
Campaign name: McDonald's Monopoly – You’ll win for sure!
Agency: DDB Group Hong Kong
Client: McDonald's Hong Kong
Executive Creative Director: Jeffry Gamble
Creative: Leung Chung, Emily Law, Leslie Wong, Tony Cheung, Vivian Ho, Neil McCollum, Vinza Chu, Colin Siu, Ka Ho Chan
Account Servicing: Gladys Chin, Koman Ko, Timothy Wong, Calida Fok, Robin Kong
TV Production: Annie Tong, Denise Wong
Director: Lee Chun Chung (Hyena Films Limited)
Digital Production: Chui Yee Tang, Dickson Chan, Kenton Cheung, Atom Chui, Alice Lok, Carmen Wong, Kiki Wong, Amy Kong
Media Agency: OMD Hong Kong, TCOB Media