Cannes Lions

McCOMBO CHINA MENU

OMD CHILE , Santiago / MCDONALD'S / 2009

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Overview

Entries

Credits

Overview

Execution

To take advantage of the date when the new Mc Combo was going to be launched (july 2008), when everybody was talking and paying attention to the Olympic Games that for the first time were developed in Beijing. Our strategy was to bring part of China to Chile, with the objective of launching the new Mc Combo China Menu.We decided to use as icons some elements from the Chinese culture and include them in our media plan. That is how we rescued their language, and then their architecture. We subtitled in Chinese TV movies in Spanish language, in press we made a cover written in Chinese, in radio we managed to get the broadcaster to give advice about how to learn some words in Chinese language, or give some details of their culture or society, and in OOH we used some icons of their typical street architecture.

Outcome

The new product was a McDonald’s special edition considered to last six weeks in promotion, but at the end of the third week the product was sold out. During this period the product reached 6% of participation in the premium category and its dessert 27% on the Sundae category, which was a real success in sales during this time.

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