ASIA-PACIFIC – SHANGHAI, CHINA – SEPTEMBER 2011– TBWA\Shanghai has launched a new campaign for long-time client McDonald’s to promote its 24-hour delivery service. The ‘30 Minute Challenge’ campaign features 12 McDonald’s Delivery Service (MDS) riders who are all proudly committed to the challenge, regardless of the weather and traffic.
McDonald’s is the first brand bold enough to guarantee delivery time in China. The MDS service not only promises delivery within 30 minutes, but also customized delivery for each customer – one rider for each order. In the unlikely event of a delay, customers will receive a redemption coupon worth RMB 30.
Ian Thubron, TBWA\Greater China Group President, commented, “It’s a brave move for any client to feature its own employees in their advertising. But in this case, what better way to highlight the MDS challenge than by having McDonald’s delivery riders personally committed to deliver to any customer, any where, within 30 minutes.” Thubron added, “The result is incredibly human and warm, and yet serves to deepen trust and confidence in the brand.”
CREDITS:
Project Name: “MDS 30 Minute Challenge”
Creative Agency: TBWA\Shanghai
Client: McDonald’s China
Art Director(s): Cay Kho
Copywriter(s): Alex Avis, Kevin Zhu
Director: Johnny Au
Director of Photography: Terry Shum
Editor: Holly Ho from Touches Hong Kong
Production Company: The Clan Too
Production Company Head Producer: Rowena Chu
Planning Director: Ellen Hou
Agency Producer: Chan Mo Ching
Account Director / Senior Account Executive: Emiko Nagai, Jane Lim
Account Executive(s) / Manager(s): Cathy Yu
Media Agency: OMD
Category/Exposure: TV, OOH, Digital, In-store
Territories: Mainland China
