AGENCY
Alvina Seah, General Manager, BBDO China
Amy Zhang, Group Head, BBDO China
Angela Gao, Senior Planner, BBDO China
Army Xie, Creative Director, BBDO China
Emma Dong, Account Manager, BBDO China
Frank Zhao, Executive Creative Director, BBDO China
Jovanka Yeh, Group Account Director, BBDO China
Leon Liu, Head of Content Marketing, BBDO China
Sylvie Liu, Associate Content Planner, BBDO China
Zoe Zuo, Copywriter, BBDO China
SUMMARY
In 2017, McDonald’s Gaokao campaign turned the notoriously difficult, serious Gaokao (China’s National College Entrance Exam) into a chirpy, lighthearted social movement.
While other brands tend to target the 9.7 million students who take Gaokao, McDonald’s also talked to the 217 million past Gaokao examinees (a market 22 times larger!) with mechanisms that enable them to re-live their Gaokao memories – thereby igniting the nation’s unspoken empathy for Gaokao students and eliciting precious goodwill for McDonald’s.
The result - a 400% increase in sales for the hero product.
