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...