Developed by Leo Burnett, TV, print and outdoor spots aim to drive awareness of the new service. According to Burnett regional activation director Weng Hung, the service comes as a response to changing lifestyles in Singapore, where consumers are increasingly sleeping less and looking for more options during the night. The advertising leverages on Singapore's August 9 National Day celebrations, commemorating the island state's 40th anniversary.
Print work is currently running in The Straits Times, Today and The New Paper, before rolling out to the Chinese newspapers later this year, while the TVC is on Channels 5, 8 and u, along with MTV Asia. In addition, outdoor posters have been placed on Clear Channel and JCDecaux bus shelters, while the campaign also uses the TVMobile platform.
"McDonald's wants to be the leader in terms of 24-hour delivery service," said Hung. "The whole idea of the campaign is to drive awareness that McDonald's is now 24/7."
