McDonald's: Chinese New Year Transfiguration

Wendy Zha, Leon Liu

McDonald's China tapped into a Chinese New Year (CNY) tradition relevant to young professionals to grow sales, and increase social media reach and engagement.

Campaign details

Brand: McDonald'sBrand owner: McDonald's ChinaAgency: BBDO ChinaMarket: ChinaIndustries: Restaurants & takeawaysMedia channels: Online video, Outdoor, out-of-home, Social media, TelevisionBudget: 10 - 20 million

Executive summary

Chinese New Year (CNY) is the season when business increases for restaurants, but McDonald's was the exception. As a Western brand, it was irrelevant to the lively cultural traditions unique to this time of year.

We discovered something unique to Chinese New Year that connects the brand with young consumers – the 'name change' they experience during the holidays. By...

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