My entire career has been intertwined with McDonald's. I think that is why I have such a love for them as a client. I really believe they were, and today still, a client who really does want good work.
The new challenge that I have taken on, was going to work for IW Group. They are an amazing shop create advertising for not one, not two, but four in-language Asian markets. It's a worthy challenge as much of the story-telling cannot take place with on-screen dialogue.
The stories have to be told mostly from a visual standpoint and have cultural insights. We then translate the AVO into Mandarin, Korean, Cantonese and "Tanglish." Even with these hurdles, I was till able to help concept and write memorable advertising.
Scroll down for OOH, Experiential and emails.
We created the very first Rise N' Rave - an early morning dance party that set the tone for McDonald's new Triple Breakfast Stack – a massive sandwich comprised of two sausage patties, two slices melted American cheese, bacon, scrambled egg on an English muffin, biscuit or McGriddle.
To target millennials who skip breakfast, we decided to make this early morning meal exciting again with a big early morning dance party. Hosted by DJ Manila Killa, this sensory experience went from 6 AM to 8 AM. Daytime dancers who arrived with a receipt showing they bought a Triple Breakfast Stack sandwich were given priority access.
It was a party for all involved. What began as an Asian Consumer experiential event, quickly captured the general public's imagination. Over 400 guests attended the party with lines wrapped around the block at 4:30 in the morning. That was a lot of Triple Breakfast Stacks.
The event gained massive earned social media conversations and media attention, starting with Asian-centric media, to mainstream EDM media, then to general market publications and live morning television coverage.
100% message pull through
35 earned media placements
6.2MM earned social media impressions
10MM total social media impressions
It was a big day for a big breakfast sandwich.