The ’New Orleans’ burger arrived in China on 1 January, accompanied by a 30-second TVC created by Ogilvy Shanghai. The spicy burger is promoted in the ad under the tagline ’So New Orleans’ which strives to call to mind tropes of the famous city, such as jazz and spicy food.
The ad opens with a Chinese orchestra rehearsing with traditional instruments. During proceedings, one of the musicians sneaks a bite of a New Orleans burger and is suddenly inspired to play jazz. The music infects the rest of the orchestra, which soon joins ranks to produce a big band-style sound.
“It’s trying to capture the vibe and the flavour of New Orleans,” said Kenny Choo, creative director, Ogilvy Shanghai.
Meanwhile, a massive scratch card campaign has been unrolled to drive sales of the burger. Until 31 January, customers can SMS the codes hidden on the millions of cards to mobile marketing company Puca and go in the draw to win instant prizes, including mobile phones, iPod Shuffles, and credits on popular instant messaging service QQ.
The cards can also later be used to get discounts on combo meals.
Nearly two weeks after the launch, response rates to the drive have been ”extremely positive,” said a source close to the campaign.
