ABOUT

The Challenge:
Young adults not only make up 24% of the entire Hong Kong population, but also account for 36% of McDonald’s customer base. However, in recent years, the brand had slightly lost touch with these 30-somethings and needed a way to re-engage them in a relevant manner.

The Solution:
For a brand like McDonald’s, which has been a part of Hong Kong’s social fabric since more than 40 years, there was only one way to win back the hearts of the city’s Kids of the 90s. And that was by reliving the past together. Our idea: the McDonald’s Time Machine. For an entire four days, we turned everything McDonald’s into an immersive walk down memory lane. We relaunched classic TV spots that reminded people of times long before HD and 4K, ran retro print ads that made newspapers and magazines look like they came from library archives, and we even served the classic hamburger meal for its classic price, that left people longing for the good old days.

The results:
Trust scores amongst young adults increased by 20%.
Loyalty scores improved by more than 5 %, ultimately increasing McDonald’s market share amongst this specific audience by 22%.

AWARDS

Effie\'s - Bronze

MADEIT CREDITS

Influencer:

Andreas Krasser was recognised as an Industry Influencer on 21st October 2016

Annual 2018 JudgeEffectiveness Project featured: on 20th July 2017 Pro member:

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Contributor:

Andreas Krasser has been a Contributor since 21st October 2016.

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The McDonald's Time Machine

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