Campaign Spotlight

Campaign Spotlight: McDonald’s Hong Kong and Keung To partner up to rejuvenate the Big Mac

HONG KONG – In an effort to reinvigorate the cultural relevance of the Big Mac among Hong Kong’s youth, McDonald’s Hong Kong is adding bacon to the burger and its classic chant, while partnering with the city’s hottest young musical act, Keung To.

Keung To, nicknamed Keung “B” (where B is now for bacon), shot to stardom as the most recent and youngest winner of the Ultimate Song Chart Awards Presentation. In a new campaign, developed by DDB Group Hong Kong, Keung B is bringing back the world-famous Big Mac Chant, with updated bacon lyrics and adding his own flair to the nostalgic tune.

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While many Hong Kong people will have fond memories of Big Mac chanting in McDonald’s restaurants, they will now be able to create their own Big Mac with Bacon Chant renditions from anywhere with specially developed Karaoke Instagram Filters.

Keung To will pick his favourite 100 chanters and surprise them with a limited edition Big Mac gift.

Additional elements of the campaign feature online behind-the-scenes performance footage and in-store AR interactions. A special Big Mac meal, named after the celebrity, the “Keung B Meal”, will also be exclusively available on the recently revamped McDonald’s Hong Kong app, with a limited number including Keung To collectible idol cards.

To further amplify excitement and ensure Hong Kong is chanting to the Big Mac with Bacon beat, McDonald’s has collaborated with ViuTV, having its 11 up-and-coming influencers from the “King Maker” competition all participate in the new Big Mac with Bacon Chant challenge. Each influencer will be looking to impress with a unique rendition of the chant and their best dance moves. “It was a great opportunity to collaborate with McDonald’s in this new Big Mac Campaign, I think our viewers will be very excited to join in the fun.” said Lofai Lo, Director and General Manager, ViuTV.

Tina Chao, Chief Marketing and Digital Experience Officer of McDonald’s Hong Kong, commented, “We are delighted to be partnering with ViuTV as well as Keung To, a remarkable talent who has reached iconic status in record time, to promote our iconic burger in exciting new ways. We are confident that together we can create a new generation of Big Mac lovers in Hong Kong.”

Frankie Fung, ECD at DDB Group Hong Kong, added, “It was a lot of fun to give a classic a modern twist. We’re thrilled to help bring the Big Mac into a new era.”

Continuing the theme of giving classics a modern twist, even the “i’m lovin’ it” slogan returns in new fashion at the end of the launch TVC.

The campaign kickstarts with a Keung To live-stream event today, and officially launches next Monday March 1st, featuring elements across multiple digital and social channels, instore AR, TVC, and OOH. The campaign will run until the end of March.

CREDITS
Agency: DDB Group Hong Kong
VP Regional Director, DDB Asia: Peter Rodenbeck
Chief Executive Officer: Andreas Krasser
Associate Strategy Director: Garron Chiu
Group Business Director: Maggie Cheung
Executive Creative Director: Frankie Fung
Creative Team: Tony Cheung, Iker Lin, Roden Chau, Man Chiu Chan, Venus Li, Ellen Wong & Charmaine Wong
Account Team: Jim Leung, Carrie Ma, Irene Lo & Michael Chow
Director: Steve Yuen – Twelfth Film Ltd.
Media Agency: OMD

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