This Singles' Day, McDonald’s is inviting you to "swipe right" on a group of menu items looking for love. Themed 'The Single 11', the cheeky campaign introduces a line-up of single products that don't always get a second glance from customers, compared to their more famous counterparts that steal the limelight.
Breaking away from the usual price-offs and discount driven promotions associated with the 11.11 festival, OMD conceptualised this light-hearted campaign to inject fun back into Singles Day. Consumers are invited to mingle with 11 lesser-known menu items presented through tongue-in-cheek dating profiles, guided by key visuals from DDB. The Single 11 campaign will progressively launch across six markets in the region, including Brunei, India North & East, Malaysia, Philippines, Thailand and Vietnam, with the first campaign running from 1 November 2022 to the last campaign ending on 27 November 2022.
Like a dating app, customers are introduced to the product via social media channels to give the menu items a second chance, with profiles highlighting its eligibility and most impressive traits. One of the 11 single products that has been given the dating profile treatment is the Grilled Chicken Burger, which has its traits described as ‘Cool and Old-School but quite tender’.
Beyond the tasty profiles, the campaign utilises a range of swipeable and interactive formats to encourage fans to find their match. Once they match, consumers are directed to McDonald's mobile app. Riding on the modern love story trope, the campaign features KOLs such Bollywood actor, Varun Sharma (for India North & East) to share their love stories with the 11 single products to drive engagement throughout the campaign.
Ada Lazaro, marketing & menu director, McDonald's Asia Business Unit said, "We've been impressed with how OMD is always looking to inspire and innovate for McDonald's in the region. The Single 11 campaign originated from an exciting and fun, proactive idea that OMD put forward. We're extremely excited seeing this campaign come to life across multiple Asia markets this 11.11!"
Daisy Huang, group strategy director of OMD Singapore shared, "This 11.11, we wanted to rise above the in-your-face sales clutter that people were so used to. As a feel-good brand, we saw an opportunity to bring the day back to its feel-good roots – celebrating singlehood! The Single 11 campaign was all about daring to be different. We gave the spotlight to our' still single' McDonald's items and invited our customers to have fun with the McDonald's brand."
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