McDonald’s increased absolute store sales in China from a significant margin during typically the 2019 Chinese New Year period from changing its name to ‘Golden arches’. The temporary ‘rebranding’ presented solidarity with young people what individuals use their traditional names as long as they return to their hometowns over the holiday—rather than the Words names they use the other products of the moment.
The 2019 campaign, by BBDO China, sought for to help the brand snatch a share of the improved sales that are typical during the restaurant category during CNY—but which McDonald’s, as a western-food brand, hadn’t been able for you to capture. To do this, the firm and agency recognised the will want to build an emotional marriage that would better associate typically the brand with CNY celebrations.
These found that connection inside name-change ritual. Specifically, the insight the fact that proved crucial was that even though young people might roll the eyes about the practice, that they also recognise that using their particular traditional names helps connect these people with their families.
The campaign started along with a brand film, presented on the brand’s Weibo and WeChat accounts, which published that McDonald’s too would modification its name, to ‘Golden Arches’. McDonald’s then added celebrity potency by engaging Yang Chaoyue plus Zhang Yunlei to introduce their very own massive audiences to a latest menu infused with golden hits. All offline restaurants got the signboard with the Chinese cartoon characters of “Golden Arches” printed for gold alongside ‘golden’ Chinese couplets. Media resources were distributed with the mass migration of CNY in mind: the crusade hit in first- and second-tier cities before the mass goes began, but turned to third- and fourth-tier cities as consumers reached their hometowns.
In supplement to exceeding original targets, typically the campaign and the limited-time objects boosted sales of combo foods significantly versus the 2018 CNY period. The campaign hashtag landed in the top three trending topics on Weibo during the holiday period, and clickthrough charges for ads in WeChat occasions doubled over 2018 levels.
Now, the ‘golden’ campaign has taken upon a supplemental layer of meaning, winning four gold awards in the 2020 Digital Media Awards, in often the following categories:
- Media: KOL Influencer / Viral Marketing
- Papers: Integrated
- Sector: Tourism, Entertainment, Way of life Services, Leisure & Retail (Including E-Commerce, Restaurants)
- Digital Media Users: Best Use of Integration
The advertise also took top honours by winning the 2020 Platinum Designation, and also won a silver color under the Social Media range in the Media section.
“The campaign reason is very challenging as it is to change the traditional addiction and mindset rather than only leverage the current trend, inch a member on the jury have commented. “However, I see this marketing campaign idea is a perfect the usage between consumer insights and brand name insights. The brand successfully interrelated the young consumers’ insights inside CNY and brand hot area that year to generate these an engaging campaign idea. As well, the campaign execution can be superior, an integrated execution from ATL to BTL, from product to service. ”
Source: campaignasia. com
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