Travel, Entertainment, Leisure& Retail, (Including E-Commerce & Restaurants)

Bronze
CAMPAIGN
British Airways: Ambassadors of British Etiquette
AGENCY
BBH China
CLIENT
British Airways China
BRAND
British Airways China
DETAILS
CAMPAIGN SUMMARY
Over the last decade, the number of Chinese business-people visiting Britain has tripled. With China now being the third largest investor in the UK, this comes as no surprise (Christopher Rodrigues, Chairman VisitBritain). Our task was to develop a digital campaign for British Airways to tap into this growing audience opportunity and become the choice of airline for Chinese business-people flying to Britain. Britain is a very different business environment to China and we identified the opportunity to leverage this interest in Britain in a uniquely British Airways way to provide practical support to our audience in their British Business activity. Whilst this audience may have profiles on some social networks, their engagement levels are relatively low. We knew how hard it can be to truly engage them with branded communications online. Our starting point was therefore to consider what it is that they are passionate about regarding Britain. Based on four passion points (Business, Property, Education & Golf), we created a social community on Ushi.com (professional Chinese network, similar to Linkedin). We used these passion points to engage our audience and bring to life the overall campaign idea: British Airways: Ambassadors of British Etiquette.
CAMPAIGN
McDonald's McMorning Campaign
AGENCY
Leo Burnett Korea
CLIENT
McDonald's
BRAND
McMorning
DETAILS
CAMPAIGN SUMMARY
Many people know that McDonald’s has breakfast, but do not consider as their breakfast options. That is why McDonald’s taking only 3.5% of visit share among the total breakfast market. As breakfast is an important platform, adding ‘modern, premium’ images to the brand and has a great potential to attain share from the key competitors, McDonald’s decided to support breakfast day part. The core target audiences were working 2030s, the main contributors in breakfast segment. To deliver breakfast in their hectic morning, McDonald’s ran Wake Up campaign in Feb. ~ Dec. 2013.
To make McDonald’s become their morning routine, the strategy was to own all consumer’s morning media; from bed to office. In particular, we developed McMorning Alarm App to wake them up, offering snackable fun with game and coffee coupon. The App successfully induced people to visit and try McDonald’s breakfast. The campaign result was great. With 268,374 app downloads, it became No. 1 Lifestyle App after 1st week of launch. Average coupon redeem rate was very high, despite the coupon is valid for only 2 hours. 

OTHER CREDIT AGENCY
mpr+d, South Korea

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