McDonald's Hong Kong: Shogun and Tamago Bring the Love Back!

McDonald's, an American fast food company, launched a campaign in Hong Kong to re-engage consumers with Shogun and Tamago, two humanised characters of the Shogun burger.

Agency: OMD Hong Kong

Summary

Shogun Burger is a seasonal burger series that is relaunched around Valentine's Day every year. However, the legacy of Shogun Burger was fading in light of challenges posed by other fast food novelties.

Using an integrated media approach, we have successfully engaged Hongkongers to help reviving the classic love story of General Shogun and Tamago. As a result, the campaign has reached more than 4.4M Hongkongers and the Shogun Burger stock was sold out 10 days earlier!

Campaign Strategy

Relaunched around Valentine's Day every year, Shogun Burger is a seasonal burger series with...

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