M Selections is McDonald’s latest marketing launch in Hong Kong to bring in a world gourmet menu with new products. The first phase came in September with the Sakana Supreme fish burger, marketed as ‘an authentic taste of Japan’.
DDB and Tribal DDB Hong Kong are handling the creative for the campaign, with OMD the media agency.
For the latest push, McDonald's brought in New York City attitude to the busy streets of Hong Kong. Besides the CBD burger, the highlight is a fleet of Big Apple’s signature Yellow Cabs. Customers can dial 6-1800-600 to make a reservation in advance to get a free ride to a McDonald’s outlet of their choice between 15 to 23 2010, on a a first-come, first-served basis. The ride also comes with a CBD coupon.
The TVC for the CBD campaign also uses the creative concept from last time. Two customers greeting each other with American hip-gestures to reflect the New York taste of the new burger.
Credits:
Project M Selections – CBD
Client McDonald’s Restaurants Hong Kong
Creative agency DDB Hong Kong
Digital agency Tribal DDB Hong Kong
Executive creative director Jeffry Gamble
Creative directors Paul Chan, Shi Ping Ong
Creative team Polly Ko, Ben Ling, Winnie Chan, Sum Leung
Client servicing Irene Tsui, Gladys Chin, Meggy Cheng, Rainco Lam, Algra Chan, Koman Ko, Tom Wong
Media agency OMD
Directors Mark Nunneley, Viv Scanu
Production company RSA & Carnival
Exposure Television, print, in-store, outdoor, ambient, digital
