McDonald's brings its 'lovin' to China

Using five executions, the fastfood chain has two versions that target young adults, while the remainder focus on its traditional kids and parents market. The centrepiece of the two-year global 'Rolling energy' campaign created by Germany's Heye & Partner, the five spots had been shot in 12 languages in a variety of locations, including Malaysia and South Africa.

McDonald's invited local pop stars to sing the theme song in a bid to inject a greater local feel to the TVCs for screening in their respective markets. Singers Joey Yung and Eason Chan work with the brand in Hong Kong, while Wang Leehom sings the theme song for the mainland TVC. "Eason and Joey sing the Cantonese-language vocals for McDonald's Hong Kong," said McDonald's Hong Kong senior marketing director David Morita. "We chose the two pop singers because they are perfect for our brand. Their popularity in Hong Kong and cultural relevance are right in tune with our new direction."

In China, the brandlaunched the 'I'm lovin it' tagline on body-painted street artists before bemused shoppers. Leo Burnett's vice-president/management supervisor on the McDonald's China account, David Moore said: "With no McDonald's branding to refer to, the artists created a stir among curious onlines. One sported the tagline in English and the other in Mandarin."

McDonald's China senior director of marketing, Shantel Wong, added: "Moving forward, China will continue to implement the 'Rolling energy' market plan. We are able to move this brand forward in a way that our customers will find fresh and dynamic."