McDonald's: Mai Mai Night Market

Elin Chen, Suki Wang, Elise Lu

The rapid development of new energy vehicles has brought huge challenges to the traditional lubricant business, and the impact of the new crown epidemic on travel in 2022 will also deal a heavy blow to Shell Heineken's sales. Shell must not only update its product portfolio in a timely manner, but also update its brand image in a timely manner to strengthen its connection with the new generation of car owners.
Case Details

Brand: McDonald's

Brand owner: McDonald's (China) McDonald's China

Main Agency: Shanghai 180 Advertising Co., Ltd.

Launched on the market: Mainland China

Industry: Catering

Media channels: outdoor (outdoor billboards), television (TV, OTT), influencers (key opinion leader KOL, key opinion consumer KOC), interactive/digital online (mobile & application APP, website/microsite, H5, Small programs, information flow advertisements, social media, online communities, e-commerce platforms, online video advertisements)

Budget: 10-12 million

case summary

With the bonus of the "night economy" in the sinking market, the "night owls" of Generation Z in small towns have increasingly strong...

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