Indian Promotion Campaigns dominated the 10th PMAA Dragons with 7 Gold Dragons but DDB Shanghai, Tribal DDB Shanghai’s “McDonald’s Cheer for China” has claimed the Dragon for the Best Campaign in Asia.
Due to Olympic Mania, official sponsor McDonald’s stood out from the crowded Olympic marketing campaigns by giving people in China the chance to cheer for their national teams and really feel part of the Olympics.
The Campaign, developed by DDB Shanghai, Tribal DDB Shanghai, not only fulfilled this objective; it exceeded all expectations by turning into a nationwide phenomenon in which over 27 million people participated. The McDonald’s brand was not just a sponsor for the “Cheer for China” vehicle; it was inextricably woven into the vernacular via “I’m Lovin’ It When China Wins”.
Despite the numbers of entries in other Campaigns around the world being down this year, due in part, perhaps, to the global recession, entries in the 2009 Promotion Marketing Awards of Asia increased by 32%, right across Asia including Grey Global Sri Lanka, who brought home their first Dragon this year.
