TBWA launches McDonald’s ‘China Youth’ push

September 27 2012, 1:44 pm | BY Lynchy | No Comments

TBWA\Shanghai has launched the ‘China Youth’ campaign for McDonald’s China which 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.”

 

Credits – 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, Maruken Zhang. McDonald’s Media Team: Gavin Quan, Colin Chen.