Cannes Lions

Shogun and Tamago Bring the Love Back!

OMD HONG KONG, Hong Kong / MCDONALD'S HONG KONG / 2018

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Overview

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Credits

Overview

Description

Dating in McDonald’s is never seen as ideal for most Hong Kong couples. Perceived as a valuable option, McDonald’s was too fast paced for a romantic dinner. There was even a popular online article titled “You should marry the girl right away if she is willing to have McDonald’s with you”. Highly sharable among millennials, we realized Tamago has got everything people look for from a modern dream girl – understanding, virtuous, and soft hearted. Yet, these “timeless attributes of an Asian woman” were simply overwhelmed by intelligence and independency of Hong Kong woman.

The urge to look for a timeless dream girl in a modern world created an opportunity for us to revive the growing potential of Shogun Burger!

Execution

The story began with two huge packages of ancient style, with Japanese word “?” (stands for general) and “?” (stands for egg) placed on Hong Kong International Airport’s baggage conveyor belt. Photos and enigmatic Gif are placed on social pages, teasing their arrival. But soon audiences realized Shogun needed some help, as they came across vintage on-street flyers and “missing person notices” among newspaper’s announcement ads. Social pages also got helped to spread the news, asking for public sightings of Tamago.

Going further to catching people off guard, we leveraged on social pages of HK’s 18 districts, which normally seen as purely information hubs for community affairs, to track Tamago. As Tamago’s whereabout got clearer, we invited discussion on popular social pages and finally celebrated the couple’s reunion with a limited offer of buy-1-get-1-free for Red Bean (means long lasting love in Asian culture) Pie.

Outcome

Audiences found “Bring the love back” highly engaging. By creative integration of vintage and modern media:

- The Vintage Missing Person Notice reached over 689K people, engaged over 13K people on social media and got shared over 450 times online

- The campaign was the talk of the town, created over 70K of social conversation

- Post shared over 2,100 times on Facebook, reached 4.4M+ of people

HKers celebrated the reunion of Shogun and Tamago too!

- Shogun Burger series sold out in 10 days earlier!

- Sales of Shogun burgers 58 % over target;

- Guest Count increase 3.2% in campaign period.

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