McDonalds Pie Day
2018
Client: McDonalds Hong Kong
The Brief: Make McDonald Pies synonymous with Pie day (Einsteins Birthday March 12th) and boost store pie sales.
Creative Solution: Turn the date into a highly anticipated annual celebration in HK using the pies as a messaging device. Every year on that day, we wanted to encourage people to buy pies, fill them with heartfelt messages and deliver them to one another.
McDonald’s believe that it’s the little big moments in our lives that are most meaningful, This is why these delicious little pies, filled with sweetness and warmth are best shared with those that matter to you most.
During the 24-hour celebration, every pie purchased was discounted to $3.14 HKD and came with a unique QR code that customers could scan to personalise their pie message filling it with encouragement, humour, love, friendship, thanks etc and pass it on as a gift.
You could send your crush a sweet hint, show mum a small sign of appreciation or encourage a workmate with a surprise treat. It’s safe to say, we virtually got everyone involved!
Over 8400 messages were shared, and even some celebrities got on board! In just one single day, our campaign managed to generate a viral spread of smiles across the city, and drove pie sales up by 963%!
Execution
Launch 24hr campaign using branded social media posts to generate anticipation
In-store POP promotional materials to ensure promotion awareness
Utilise KOLs and celebrities exposure to engage and share our activation
Banner ads via various media channels to support campaign exposure
Responsive campaign site with live rankings of most sent pie messages
Mobile site for Pie Message generation and delivery
Responsibilities
Creative ideation, Illustration and artwork for website and social media, Point of sale artwork, Vendor Liaison, Artwork supervision, English copywriting.