Challenge
Launch the Chicken McGrill, McDonald’s foray into the competitive gourmet burger segment and create awareness of its fresher, finer ingredients.
Idea
We reminded Singaporeans that it was ambition and the pursuit for all things better that gave the nation progress and world-class living standards. By starting a Tweeter-based dialogue on makeitbetter.sg, a new generation of Singaporeans was engaged to share with the world what they would do to make life better. Next, we created a campaign to rally them towards making a better future.
Launch the Chicken McGrill, McDonald’s foray into the competitive gourmet burger segment and create awareness of its fresher, finer ingredients.
Idea
We reminded Singaporeans that it was ambition and the pursuit for all things better that gave the nation progress and world-class living standards. By starting a Tweeter-based dialogue on makeitbetter.sg, a new generation of Singaporeans was engaged to share with the world what they would do to make life better. Next, we created a campaign to rally them towards making a better future.
Results
#makeitbetter became a trending topic on Twitter
9.6% increase in sales (targetted 5%)
$150,000 worth of PR coverage in press and social media
TVCDouble McGrill
Behind the scenes
