Individual Awards - Hong Kong Management Association

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HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011 Excellence Award “Breaking Out of the Price Prison - How McDonald’s launched its first premium product, 35 years on” McDonald’s Restaurants (HK) Limited In seeking a growth avenue to move beyond its traditional offering of value priced products, McDonald’s ® embraced its international roots and launched M Selections. M Selections was a specially designed range of limited edition premium burgers that commanded a premium price, with unique flavors from around the world, and had never been launched in Hong Kong. Over the space of 10 weeks, the management was able to change long entrenched perception that McDonald’s stood for low prices by launching M Selections products from the most sought after travel destinations: New York, Japan and France. The flagship burger for M Selections was the Chicken Bacon Deluxe (CBD). It had the difficult job of convincing consumers to pay a premium for a new chicken burger, but through unique and differentiating communications, it successfully encouraged consumers to pay more for the unique taste. To capture the experience, and cut through to an elusive audience, McDonald’s literally brought New York to the streets of Hong Kong, via an unique integrated “street to store” communication effort that largely eschewed traditional media. The overall M Selections campaign generated sales of millions of burgers, almost one for each of the target population, and significant sales increments were generated compared with a similar offer from the previous year. McDonald’s had been trapped in a prison of low prices, and it broke out, helping to prepare the brand’s business model for greater future success. It just goes to show that when you aim high, the sky is the limit! Comments from the Judges This was commended as a well-designed and well-executed marketing communication campaign which enabled the company to break the price prison and find new avenues of business growth through excellent premium products and effective positioning. McDonald’s has long established extensive market coverage with its low price burgers in Hong Kong. With genuine understanding of the target customers, it has taken a bold step to introduce premium burgers which were appealing to the young adults. The overall strategies were well-planned and highly integrated. Careful attention to every detail reflected meticulousness of thinking in design, planning and execution. Utilization of different communication channels in an unconventional way was highly effective. The “yellow taxi” and “cherry blossom corridor” did create a positive impact in town to successfully attract and engage the target customers. Coupled with creative promotional strategies and leveraging on its well-established distribution channels, McDonald’s has not only brought premium burgers to customers, but also created a unique customer experience. Impressive financial results and volume growth were achieved. The outstanding results paved the way to generate more breakthrough campaigns to effectively support future business growth. Parties to be recognized for Contributing to the Success of the Programme 1. All staff members at McDonald’s Restaurants (HK) Limited 2. DDB 3. OMD 4. Tribal DDB 48
HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2011 Past Campaign Award Winners 2010 Gold “Maxim’s Angel and Devil” Silver “Standard Chartered Hong Kong 150 th Anniversary Commemorative Charity Banknote Marketing Campaign” Bronze “McDonald’s Moments Delivered” 2009 Gold Rail Merger Campaign – The Unprecedented Marketing Challenge Silver McDonald’s Democratizing Premium Coffee Bronze American Express Cathay Pacific Credit Card – Fly Faster 2008 Gold Continuous ‘One-Up’ Breakthrough – The Success Story of Harbour City, the Success Story of You & Me! Silver Pizza Hut Cheesy Bites – Release the Child in You Bronze Manhattan Hill – Magic Happens in West Kowloon 2007 Gold Bel-Air No.8 – The New Landmark Silver in Island South Cathay Pacific – Moving Forward with Hong Kong for 60 Years Bronze Luxottica – Revitalized an Old Brand in a Stagnant Industry 2006 Gold Love Hong Kong, Love Ocean Park! Silver CLP Power: Create the Market – Induction Cooking Bronze apm – A retail breakthrough for HK 2005 Gold Revolution of Pizza Hut’s Business Concept Silver Repositioning of e-zone Bronze Cathay Pacific – It’s the little things we remember 2004 Gold YOHO Town – Transforming Residential Property into a Lifestyle Brand Silver Swire Homes’ Distinctive New Living – The Orchards Bronze Launch of a New Brand: VAGO with INSOLIA – The Painless Hi-Heels 2003 Gold One2Free SMS Lovers Silver The Power of Love – The Power of Music Bronze Ocean Park Halloween Bash 2002 2002 Gold The Making of RoadShow Silver Cathay Pacific – The World’s Biggest Welcome Bronze See You at Café de Coral Bronze An Exceptional Community for An Exceptional Childhood – Discovery Bay Siena One Marketing Campaign 2001 Gold The Leighton Hill – Home to the New Silver Aristocracy Orangeworld – A World Where Your Fantasy Takes Flight Bronze Ribena Mobile the Ultimate Breakthrough 49 2000 Gold SUNDAY Independence Day Silver Ocean Shores – Live the Good Life, Live at the Best Bronze The Creative Positioning of 5-7 Seater Mazda Premacy Capsule V 1999 Gold A Sentimental Journey Silver Tierra Verde – Breaking Through a Bleak Market Bronze Panadol Cold & Flu Campaign 1998 Gold Lipton Ming Han Ching Tea Bags Silver The Launch of 5th C Jewellery Consultancy Service – A New Dimension in Diamond Marketing Bronze Dai Pai Dong – Passion of Hong Kong 1997 Gold The Launch of One2Free Silver Shell Supercharged 881 Friends of the Road Bronze Product Launch of Lee Kum Kee Seasoned Soy Sauce for Seafood in 1996 1995 Gold The Kingswood Villas Metamorphosis Silver Standard Chartered Credit Card Real Life Privilege Bronze Launching of HMV Superstores: Music at its Best 1994 Gold Kalm’s – A Gift from the Heart Marketing Campaign Silver All I Want for Christmas is Pacific Place Bronze City Telecom Marketing Campaign 1994 1993 Gold Dairy Farm Hi-Calcium Milk Silver Taipan Snowy Mooncake Bronze Hongkong Telecom CSL 1010 Digital Launch 1992 Gold Recruit Silver K-Swiss Sports Shoes Bronze MTR Customer Service Campaign 1991 Gold Just Gold Concept Silver IKEA Showflat Campaign Bronze Mazda 121 Campaign 1990 Hong Kong Economic Times Circulation Driven Campaign 1989 Fujicolor Circle Campaign Standard Chartered Bank’s Mortgage Plus Enhancement Programme 1988 First Pacific Bank CCU Deposit Campaign 1987 American Express Card Fotomax Video Club 1986 Jade VTR Package Three Grains Rice 1985 Café de Coral Exchange Square Mitsubishi 4-Seater Taxi * Starting from 1997, the year of the Award Presentation was adopted as the year of the Award.
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Individual Awards - Hong Kong Management Association

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