TBWA Shanghai is launching a new campaign for long-time client McDonald’s to promote its 24-hour delivery service. The ‘30 Minute Challenge’ campaign features 12 real delivery riders who guarantee delivery within half an hour regardless of the weather and traffic conditions.
McDonald’s is the first fast food service bold enough to guarantee delivery time in China. It not only promises delivery within 30 minutes, but also assigns one dedicated rider for each customer's order.
In the "unlikely event of a delay", McDonald's will compensate each customer with a redemption coupon worth US$4.70 (RMB30). That amount will buy you a Big Mac meal, with change to spare, provided that the delivery reaches you on time this time.
Ian Thubron, TBWA's Greater China group president, commented, “It’s a brave move for any client to feature its own employees in their advertising. It's incredibly human and warm, and serves to deepen trust and confidence in the (McDonald’s) brand.”
The integrated campaign comprising TV, OOH, digital, and in-store elements aims to position McDonald's as fast, fun and dependable.
McDonald’s in February this year also appointed RAPP China to collect and analyse data from its delivery services so that it can tailor its promotional campaigns.
By 2013, McDonald's hopes to add 700 outlets to its already existing 1,300 by going on the franchising offensive.
CREDITS:
Project Name: “MDS 30 Minute Challenge”
Creative Agency: TBWA\Shanghai
Client: McDonald’s China
Art Director: Cay Kho
Copywriters: Alex Avis, Kevin Zhu
Director: Johnny Au
Director of Photography: Terry Shum
Editor: Holly Ho from Touches Hong Kong
Production Company: The Clan Too
Production Company Head Producer: Rowena Chu
Planning Director: Ellen Hou
Agency Producer: Chan Mo Ching
Account Director / Senior Account Executive: Emiko Nagai, Jane Lim
Account Executive(s) / Manager(s): Cathy Yu
Media Agency: OMD
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