In partnership with creative agency DDB and Tribal Hong Kong, McDonald’s Hong Kong has opened a concept store in Taikoo Shing.
Featuring more than 1000 of the family restaurant’s toys dating back to 1980, the interactive McDonald’s Toy Museum at City Plaza was opened after a four-day campaign in which DDB and Tribal Hong Kong recreated McDonald’s advertisements from the past.
Covering TV, newspaper, magazine, outdoor, radio and online placements, the campaign kicked off with McDonald’s iconic “fish symphony” TV spot, coincidentally created by DDB Group Hong Kong’s chief creative officer/MD Carol Lam in 1997.
“Imagine paging through a glossy magazine and coming across an old McDonald’s ad, or hearing a crackly old radio spot on your favourite station,” says Lam. “The magic of our campaign lies in this stark contrast between old and new, creating a stolen moment for customers to reflect on a simpler time.”
DDB Group Hong Kong’s digital arm Tribal drove the reach of the campaign through a mix of modern media channels including social media with the help of key opinion leaders, encouraging people to share their McDonald’s memories.
The museum itself was brought to life by event agency Amaz, while Tribal’s QR code activation offered customers the chance to win prizes.
“The retro campaign and Toy Museum give us the chance to honour our history while looking toward our bright future,” says McDonald’s Hong Kong director of marketing Esther Chung.