DDB Group helps McDonald’s Hong Kong celebrate its 40th anniversary by giving one lucky customer a birthday party of a lifetime
DDB Group Hong Kong and McDonald’s have developed an activation campaign, which kicked McDonald’s Hong Kong’s 40th anniversary off to a perfect start by throwing one of its customers a surprise birthday party of a lifetime. Under the banner of “Party Up”, McDonald’s showed its different side and took the fun that sits at the heart of the brand to a whole new level.
The idea was simple: When one lucky March birthday girl showed up at her local McDonald’s for what was to be a regular party get-together, she was told there was a mix up. She was comically whisked away and what followed was a ride in a mini-bus full of strange occurrences, which DDB Group Hong Kong pre-arranged and filmed with secret cameras.
From the tattooed triad-looking driver to the occupants, which ranged from drag queens to Chinese opera singers, to a crazy bearded gweilo, the birthday girl began a cycle of ever mounting surprises. The ride ended at Hong Kong’s tallest building, Sky 100, instead of another McDonald’s, and as she mounted the stairs, an event of epic proportions. From neon walls to elevator top screens to corridors, the McDonald’s arches were transformed into neon and the “Party Up” message began to cryptically appear.
Taken to the 100th floor, the birthday girl opened up a pair of black curtains to the surprise birthday of a lifetime. Featuring celebrity MCs Donald and Jim, celebrity DJ Sam Lee, Jan Lamb, Jun Kung and up and coming band Dear Jane, the birthday girl rocked out with her friends, against the iconic backdrop of Hong Kong’s skyline. Guests wore only black and white, draped in neon bracelets, and special packaging was produced from black cups to baby McFries packs.
The event was covered by CR Radio and East Touch magazine, tweeting all the news from prelaunch, launch and post event through their facebook and instagram pages. Feeds of the event were also tweeted by celebrities and guests on social media.
“We at McDonald’s Hong Kong have always been about surprising and delighting our customers – that’s what we do best. So what better way to start off our 40th anniversary than by taking this to the next level,” said Yvonne Tang, Senior Director, Marketing, McDonald’s Hong Kong.
The surprise party formed part of McDonald’s global campaign, which focuses on giving the world happiness in 24 cities across the world, in 24 different time zones on McDonald’s #imlovinit party day on 24 March 2015.
Credits –
Executive Creative Director: Clifford Ng
Creative Directors: Leung Chung, Julia Hou
Associate Creative Director: Li Man Fung
Art Director: Isaac Chiu, Andy Chan
Creative Technologist: Manolis Perrakis
Planning Director: Andreas Krasser
Regional Director, DDB Asia, Asia Pacific : Peter Rodenbeck
Group Account Director: Gladys Chin
Associate Account Director: Koman Ko
Business Director: Adrian Li
Senior Account Director: Yan Kwan
Social Media Manager: Tammy Lui
Media Agency: OMD
Business Director: Germaine Tse
Group Head: Tiffany Cheng
Kinkmedia, Director: KK
1 Comment
You mean they surprised someone with hidden cameras? And actually invited his friends to a b-day party to surprise him? Haven’t they seen how Bud blew this approach out of the water during the last 2 Superbowls?