TBWA\Shanghai recently launched the ‘China Youth’ campaign for McDonald’s China. This campaign is tailor-made to build long-term relationships with young adult fans of McDonald’s.
The campaign positions McDonald’s as an inspiring partner in a young adults’ life, encouraging youth to innovate and experiment. To do this, TBWA\Shanghai crafted four unique stories, tied to the idea of “experimental spirit” for each of McDonald’s four product offerings.
To connect with young Chinese adults, McDonald’s introduced new menu items that share the same bold, experimental spirit: the first ever ‘Black & White’ burger combo and three other offers: Black Sesame / Fruity Flavored Bubble Tea; 20-piece McNuggets with three kinds of new sauces; and Chips-Ahoy McFlurry.
The campaign is based on the insight that many young Chinese have great ambitions but sometimes, for a myriad of reasons, they stop short of actually doing what they want to do. The ‘China Youth’ campaign aims to encourage youth to innovate and experiment on their ideas.
The four stories highlight the uniqueness of each product and inspire young adults to take action on their ambitions.
Brian Swords, Brand Team Leader at TBWA\Shanghai, commented, “This campaign is a great example of developing a total marketing package, product development and communication to create a connection point with a generation.”
Christine Xu, Marketing VP of McDonald’s China said, “This campaign is a new experiment for McDonald’s. We’re using the same language and tone to communicate to these young adults, rather than preaching them from a manufacturer’s point of view.”
The ‘China Youth’ campaign runs for two months.
Project Name: McDonald’s China Youth Campaign
Creative Agency: TBWA\Shanghai
Client: McDonald’s China
Head of Creative: Edmund Choe
Group Creative Director: Kienhoe Ong
Senior Art Director: Ken Wong
Senior Copywriter: FanFan Zhao
Director: Dael Oates
Director of Photography: Peter Eastgate
Production Company: Cases Films
Production Company Head Producer: Paddy Xu
Senior Planner: Roger Wang
Senior Producer: Mo Chan
Brand Team Leader: Brian Swords
Group Account Director: Jane Lim
Associate Account Director: King Lee
Media Agency: OMD
OMD Media Team: Shelly Shen, Jason Liu, Lily Gu and Maruken Zhang
McDonald’s Media Team: Gavin Quan and Colin Chen
Territories: Mainland China