McDonald's: Full-heart support for Gaokao

McDonald's, the fast food chain, used a supportive message during the Chinese exam season to increase sales.

Campaign details

Brand: McDonald’s ChinaBrand owner: McDonald’sLead agency: BBDO ChinaCountry: ChinaIndustries: Restaurants & takeawaysMedia channels: Games & competitions, Online display, Online video, Point-of-purchase, in-store, Sales promotion, Social media, TelevisionBudget: 3 - 5 million

Executive summary

For Chinese people, Gaokao (China's national college entrance exam) is notoriously one of the most difficult and stressful moments in life.

While each year brands tend to target the 9.7 million current Gaokao students, McDonald's also talked to the 217 million past Gaokao examinees (a market 22 times larger) to enable them to re-live...

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