Sponsorship and Event Marketing

The Shortlist
CAMPAIGN
Turning HK into the Biggest McDonaldís Monopoly Game Board
AGENCY
OMD Hong Kong
CLIENT
McDonaldís Restaurants Hong Kong
BRAND
McdonaldíS Restaurants (Hong Kong) Limited
DETAILS
CAMPAIGN SUMMARY

Running on its 4th year, participation for McDonald’s MONOPOLY promotion was declining. Hong Kongers were simply not as interested in winning prizes anymore.
 
To create a new dimension of excitement, we needed to convince people that MONOPOLY was really more about the fun of competing together in their all times favorite board game, as did many generations.
 
So, we turned McDonald's MONOPOLY into a game that sat beyond our stores by transforming Hong Kong’s cityscape into the BIGGEST-EVER MONOPOLY GAME-BOARD! The silver tokens, GO sign, dollar notes, chance cards... all reactivated Hong Kongers’ love for MONOPOLY!
 
For 6 weeks, Hong Kong people became part of the MONOPOLY game, in and out of McDonald’s stores! Participation increased by 63%. Sales for ‘Extra Value Meals’ up by 8.3%. Most importantly, it became a national carnival event that generated over HK$7.8 Million free PR coverage.
CAMPAIGN
The Soil Restaurant
AGENCY
TBWAHAKUHODO
CLIENT
Protoleaf
BRAND
100% Organic Soil
DETAILS
CAMPAIGN SUMMARY

Protoleaf is a Japanese gardening soil brand. However, concerns about nuclear radiation from Fukushima had caused consumers to question soil safety – even in store-bought products.  We wanted to let consumers recognize the surprising quality and safety of the product.

We needed to change the negative conversation about soil into positive news.  We thought, “What if the soil was so safe, you could actually eat it?”  Since people just love talking about restaurants, we opened “The Soil Restaurant” as a core media.  To communicate our soil quality and safety, we hired a Michelin 3-star chef who created a full course meal using Protoleaf Soil as the main ingredient.  The restaurant was open to the public and charged $100 per person.

Customers and journalists ate it up, resulting in massive coverage not only in Japan but in 20 countries throughout the world as well, including features on CNN, CBS and BBC. It gained US$8,900,000 in the world, in total exposure. Finally consumers felt safe to buy soil again as sales surged to 130% versus the previous year. This meant people could once again return to their gardens and producing their own food.
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters