Hong Kong Adwatch: McDonald's scores over other higher-spending brands

Bigger media budgets are no guarantee that your ads will be remembered by TV viewers. Amy White reports. Despite heavy spending by pharmaceutical and health brands, the recently-launched 'I'm lovin' it!' McDonald's campaign, with its latest 'Amazing value menu' TVC, remained at the top spot for with a viewer recall of 96 per cent in Media's Adwatch poll. "The interaction of food products within fun 'i-stories' enhances the message. Together with the 'I'm lovin' it' background music, the stylistic art direction makes the campaign more impactful and memorable," said Jodie Cheung, senior marketing manager, McDonald's, Hong Kong.