McDonald's throws high-floor surprise party for #imlovinit day

Client: McDonald's Hong Kong

Agency: DDB Group Hong Kong

Market: Hong Kong

Campaign scope: Online film of a surprise party for a customer.

Details: The woman was selected from among customers who had booked a birthday party at a local McDonald's on the day. However, she arrived only to find there had been some mixup, at which point she was taken away in a special minibus populated by increasingly odd characters. The ride ended up at a surprise party in a stunning 100th-floor location, with celebrity MCs Donald and Jim, celebrity DJ Sam Lee, Jan Lamb, Jun Kung and up-and-coming band Dear Jane. Alcohol was served by McDonald’s partner Heineken.

Press release quote: Yvonne Tang, senior director, marketing, McDonald’s Hong Kong: “We at McDonald’s Hong Kong have always been about surprising and delighting our customers—that’s what we do best. So what better way to start off our 40th anniversary than by taking this to the next level."

Campaign Asia Pacific's comments: Judging by her facial expressions, we're not sure the guest of honour enjoyed the weird minibus and its stock comedy characters (driver who looks like a triad member, argumentative woman in rollers, Cantonese opera singer...), but it looks like she and the guests enjoyed the party. The agency claims the stunt earned coverage from CR Radio and East Touch magazine.

However, we can't help observing that some of other global #imlovinit24 sites executed ideas that seemed more public, inclusive and well, fun. We particularly like the Sydney McCafe ball pit, the McTollbooth in Manila, the pointless giant straws given out in Argentina, the Warsaw 'jingle bench', the surprising photo booth in Tokyo, and especially the ice coupons in Rio (see video below).

CREDITS

Client: McDonald’s Hong Kong Ltd
Agency: DDB Group Hong Kong
Executive Creative Director: Clifford Ng
Creative Director: Leung Chung, Julia Hou
Associate Creative Director: Li Man Fung
Art Director: Isaac Chiu, Andy Chan
Creative Technologist: Manolis Perrakis
Planning Director: Andreas Krasser

Regional Director, DDB Asia, Asia Pacific : Peter Rodenbeck
Group Account Director: Gladys Chin
Associate Account Director: Koman Ko
Business Director: Adrian Li
Senior Account Director: Yan Kwan
Social Media Manager: Tammy Lui
Media Agency: OMD
Business Director: Germaine Tse
Group Head: Tiffany Cheng
Kinkmedia, Director: KK