Campaign details
Brand: McDonald’s (China)Brand owner: McDonald’s (China)Lead agency: BBDO ChinaCountry: ChinaIndustries: Restaurants & takeawaysMedia channels: Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Sales promotion, Social media, Television, Websites & microsites, Word of mouth, advocacyBudget: 3 - 5 million
Executive summary
For Chinese people, Gaokao – China's national college entrance exam – is one of the most notoriously difficult and stressful moments in life.
While other brands tend to target the 9.7 million students who take Gaokao during this season, McDonald's also spoke to the 217 million past Gaokao...