Keung To stars in McDonald's Hong Kong's Big Mac rejuvenation campaign
share on
McDonald's Hong Kong has been partnering with the city's most popular celebrities in recent marketing initiatives. For its latest campaign, the company has tapped singer Keung To to promote the relaunch of the Big Mac.
Developed by DDB Group Hong Kong, the campaign, kicking off with a livestreaming event with Keung today, centres on the new Big Mac that offers slices of bacon. Keung, who has a nickname of "Keung B" due to his boyish appearance, stars in the TVC as McDonald's Hong Kong hopes to elevate the message of "B for Bacon" with a catchy chant.
“We are delighted to be partnering with ViuTV and Keung, who is a remarkable talent to promote our iconic burger in exciting new ways. We are confident that together we can create a new generation of Big Mac lovers in Hong Kong," said Tina Chao, chief marketing and digital customer experience officer of McDonald’s Hong Kong.
Apart from the TVC, customers of McDonald's Hong Kong can also create their own Big Mac with Bacon chant renditions using the karaoke filters made through McDonald’s Hong Kong's newly launched Instagram account. Keung will pick his favourite 100 chanters and offer the selected participants with a limited edition Big Mac gift.
Additional digital elements of the campaign include online behind-the-scenes performance footage and in-store AR interactions. Customers can also scan the QR code on Big Mac with Bacon packaging to make Keung spring to life on their phones. A special Big Mac order, the "Keung B Meal", will also be exclusively available on the revamped McDonald's Hong Kong app with collectible idol cards of Keung.amp;feature=youtu.be
Lastly, McDonald’s Hong Kong has also collaborated with ViuTV to invite 11 influencers from the King Maker competition to participate in the new Big Mac with Bacon Chant challenge. Each influencer will be looking to impress with a unique rendition of the chant and their best dance moves.
"It is a great opportunity to collaborate with McDonald’s Hong Kong n this new Big Mac Campaign, I think our audiences will be very excited to join the fun,” said Lofai Lo, director and general manager of ViuTV.
The campaign will officially launch on 1 March, featuring elements across multiple digital and social channels, in-store, AR, TVCs, and OOH, and will run until the end of March.
Credits:
Agency: DDB Group Hong Kong
VP regional director of DDB Asia: Peter Rodenbeck
Chief executive officer: Andreas Krasser
Associate strategy director: Garron Chiu
Group business director: Maggie Cheung
Executive creative director: Frankie Fung
Creative team: Tony Cheung, Iker Lin, Roden Chau, Man Chiu Chan, Venus Li, Ellen Wong, Charmaine Wong
Account team: Jim Leung, Carrie Ma, Irene Lo & Michael Chow
Director: Steve Yuen (Twelfth Film)
Media agency: OMD
Related articles
McDonald's HK rolls out plant-based luncheon meat items, featuring Karena Lam in TVCs
share on
Free newsletter
Get the daily lowdown on Asia's top marketing stories.
We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.
subscribe now open in new window