Cannes Lions

A DIM JACK HI-JACK

OMD HONG KONG, Hong Kong / MCDONALD'S / 2015

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Overview

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Credits

Overview

Description

In Hong Kong, when it comes to branded content, TV is the most regulated channel. Brand exposure, product name exposure, even the mentioning of taglines was not allowed! Although most brands strive to smartly infuse their communication into TV shows, the subtle yet deliberate product placements usually put off young adults!

Talking to these keen-eyed viewers who actively pointed out glaring mistakes on TV scenes, we created a series of hardcore, in-your-face product hi-jacks to take them by surprise!

Execution

To connect with Young Adults, we strategically kicked chose a media channel where they were most likely to embrace a new format of advertising, Hong Kong Television Network – the new online TV who won enormous support from the young after the government refused the online channel free-to-air TV license!

Outcome

Turning the suspenseful scenes into fun, within just 1 week, in a city of 7 million population, videos of Jack’s “Hi-Jacks” successfully generated were seen already more than 1 million views on YouTube and Facebook combined, surpassing our target by 43% already before the end of the campaign!

We generated a total of HKD1.5million earned media, 89% above target!

What’s more, the Hi-Jack helped lift guest count by 2.7%, overachieving our initial goal of 2%. This achievement ultimately led to incremental sales of 5.2%, 3.2 percentage points above target!

An epic Hi-Jack that creatively drove sales!

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