True to a typical Korean drama, the launch commercial stars a leading lady smitten with an unconventional beau – none other than the Seoul Spicy Burger. She daydreams of spending her days with the object of her affections, going on dreamy picnics or cycling dates through autumnal Seoul, until a love rival comes into the picture and spoils the fun.
“The campaign taps into the Korean craze by combining two particular fan favourites – K-Drama and Korean flavours,” said Chris Chiu, Chief Creative Officer at DDB Group Singapore. “From the casting to the cinematography and music, our collaboration with McDonald’s was rooted in a shared determination to ensure the authenticity of the genre and final product. We think that shows in the work.”
Launched in March, the TVC, featuring the ‘Official Soundtrack’, is supported through print and outdoor advertising. In store, the agency worked closely with the brand to extend the theme by infusing ‘Hallyu’, meaning Korean cultural wave, across McDonald’s restaurants in the Lion City. From playing K-pop music and greeting customers in Korean to providing the crew with traditional Korean attire or Hanbok, the campaign goes the extra mile to drive the message home.
“We’re always looking to excite our customers with the food we serve, and the experiences we offer,” said Mabelline Toh, Marketing Consultant at McDonald’s Singapore. “Through a variety of touch points, we’ve brought the K-wave to life for our customers in Singapore to have fun with,” she added.
Source: Campaign Brief Asia