Every time Singapore celebrates its birthday, McDonald's is there to celebrate with the nation! And there's no better way to unite the nation than with food that's inspired by local fare.

In 2016, McDonald's launched the Salted Egg Yolk Chicken Burger which sold out in weeks and became one of the best-selling burgers in Singapore burger history.

So in 2017, the odds were harder and the targets even higher.

In other words, the 2017 campaign itself would have to become a phenomenon.

The KPIs:

KPI 1: +2% Comparative Sales vs 2016 campaign

o 2016 record-breaking 'Salted Egg Yolk' results provided this campaign's Comparative Sales benchmark.

KPI 2: +2% Guest Count (footfall) growth

o Higher sales will naturally contribute to higher football.

KPI 3: 700,000 total social engagements and $1million in PR value

o The Salted Egg Yolk Burger got Singapore talking. The 2017 campaign would need the world talking.

Our narrative was clear: Declare the 'Nasi Lemak' Burger as a product of Singapore, and make sure Malaysians know that. So we...

Drove curiosity: We invited KOLs for an exclusive tasting event 3 days before launch to create intrigue. It sparked extensive 'earned media' coverage as the idea and the product proved to be delightful (and envied by Malaysians)

Created desire: We did the most tantalizing 'food porn' on film and print that would make any Singaporean drool, and blasted it online, on streets, and in-store.

Stirred patriotism: Since it was the lead up to the nation's birthday, we knew nationalistic pride was at an all-time high. So we created a spot that featured a soldier bringing home the burger to his loved ones.

Created tension: We worked with media partners in SG and MY to troll each other and claim ownership of Nasi Lemak.