McDonald's: What light is that?

McDonald's, the fast food chain, carried out a campaign to increase brand love and create a stronger bond between the brand and consumers in Indonesia.

Campaign details

Brand: McDonald's IndonesiaLead Agency: Leo Burnett JakartaRegion: APAC

Strategy

Objective

To increase brand love and create stronger bond between the brand and consumers, McDonald's launched a collaboration meal with well-known global artists called "Famous Meal". This year McDonald's collaborated with BTS, a Korean boy band who has hundreds of millions of fans worldwide. Ever since it was announced, BTS Meal became the most awaited meal in every country, including Indonesia. Although McDonald's provides global assets to be used, each country has liberty to create localised assets and activities that are culturally and contextually...

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