The McDonald's Time Machine: Gaining relevance in the present by re-living the past

Fast-food brand McDonald's used a multichannel approach to reconnect with young adults in Hong Kong, by offering a nostalgia trip.

Campaign details

Brand: McDonald'sBrand owner: McDonald’s Restaurants (Hong Kong) LimitedLead agency: DDB Group Hong KongContributing agencies: OMD Hong KongCountry: Hong KongIndustries: Restaurants & takeawaysMedia channels: Events & experiential, Magazines - consumer, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store, Radio, Sales promotion, Social media, TelevisionBudget: Up to 500k

Executive summary

In summer 2016, McDonald's Hong Kong set out to reconnect with one of its most important target segments, young adults.

Their feelings of uncertainty were at an all-time high, so the brand decided to bring back some of the...

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