DDB Group HK launches integrated campaign showing McDonald’s make it easy to be happy

“Sometimes, happiness can be as simple as sharing good food and a good joke with mates.” This is the belief behind DDB Group Hong Kong’s new integrated campaign for McDonald’s, which carries the message: “It doesn’t take much to be happy”.

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“Hong Kong is a busy, crowded city,” said Yvonne Tang, Marketing Director at McDonald’s. “It’s a stressful environment in which many people forget that happiness doesn’t have to be expensive or complicated. Partnering with DDB Group Hong Kong, we’ve illustrated that in contrast, happiness is as simple as having good food at an affordable price.”

The campaign engages and interacts with Hong Kong people in a way that brings them little moments of happiness. The eclectic 30-second TVCs link this thinking with the value and happiness that McDonald’s Value Meals bring customers every day. They capture real friends, colleagues and families sharing games, tricks and jokes, as well as their favourite McDonald’s Value Meals.

McDonald’s has also sought to make daily commuting more fun with a double decker bus that runs on the popular Cross Harbour Tunnel Route. Renamed and redesigned, the McDonald’s ‘Happy Bus’ includes special elements including a motion sensor that makes laughing sounds when travellers swipe their Octopus cards (instead of the usual beep) and optical illusion games. Distorting mirrors have also been placed at key bus stops around the city.

Partnering with Commercial Radio 903, McDonald’s and DDB also invited DJs, celebrities and directors to share their own happy moments on the radio and on social media. Their photos and videos will also be posted onto the campaign Facebook page,  (“Happiness doesn’t take much”). Users can also play mobile phone games, tricks and jokes from a banner ad, which can then be shared on facebook.

Jeffry Gamble, Executive Creative Director of DDB Group Hong Kong and Guangzhou added, “Simple happiness has always been at the heart of McDonald’s brand promise to customers – along with providing easy and affordable food choices to make customers happy. We’ve developed a campaign that is both engaging and interactive, and which spreads this happiness around Hong Kong through multiple touch points.”

Credits – Executive Creative Director: Jeffry Gamble. Creative Director: Frankie Fung. Associate Creative Directors: Paul Yu, Martin Tong. Art Directors: Agnes Lee, Larry Lim. Account Servicing: Irene Tsui, Meggy Cheng, Tom Wong, Maggie Yuen, Lorraine Chan, Adrian Li, Ringo Fai, Chung Tong. Planner: Georgy Strakhov. Producer: Annie Tong, Denise Wong. Production Company: Film Factory. Director: Cockroach. Media Agency: OMD Hong Kong.