McCafe spends big on media buys to promote OOHA drink collab, once again features Anson Lo

McCafé Hong Kong has collaborated with soft drink brand OOHA to launch a massive billboard featuring boyband Mirror’s Anson Lo drinking the limited-edition special drink “pineapple frozen yoghurt”.   The campaign, which launches today, introduces their new special yoghurt drink, and incorporates a digital out-of-home advertising strategy with a massive billboard situated near Harbour City in Tsim Sha Tsui.

The billboard will showcase different portraits of Lo, as well as the hidden sweet messages for supporters to take photos with. Besides the billboard, there will be an outdoor TV playing the partnership’s video ad.

As part of the campaign, the brand has created bespoke wallpapers which can be downloaded into their mobiles through scanning the QR code on the advertisement board.

In the video ad, Lo is seen showcasing different moves and styles, while introducing the special pineapple yoghurt drink, which is said to be mixed with yoghurt and OOHA’s salted yuzu soda. Lo named the drink “教主Special” to convey that the drink is unique to his fans.  

To drum up use of the mobile app, from 6 to 26 June 2022, customers who use the McDonald's App e-coupon "$40 Special For You Combo" can also get to taste the new yoghurt drink and designated mini cakes at a discounted price, as well as getting an Anson Lo limited-edition birthday card. The birthday card is also accompanied by a pattern drawn and notes written by himself. 

McDonald's Hong Kong has often banked on the popularity of MIRROR to drive up awareness of its offerings. Just last month, it partnered with members of boyband to introduce perks and offering a set of collectibles to engage its fans – particularly through its app. 

Last month, McDonald's Hong Kong launched a video showcasing Lui playing the piano, who also tells the restaurant chain's special offers through its app to its fans. Moreover, McDonald's Hong Kong is offering a set of stickers, consisting of three designs, that feature Lui to further engage fans. 

Last year, McDonald's Hong Kong partnered with MIRROR members to unveil a short brand film to promote the app's feature with more than 1.5 million views after the premiere on social.

In the short movie shot by director, Yuen Kim-wai, Keung To, Anson Lo and Edan Lui competed with each other for the lead role in a basketball drama. Keung eventually won the heart of the director and became the main character of the drama, as he possessed better skills with swift moves on the basketball court. McDonald's Hong Kong associates Keung's skills with its app mobile order and payment features, which allow customers to order, pay and take in just a short period of time with convenience.

In October 2021, McDonald's Hong Kong featured the entire team of MIRROR to promote its “Crispy Thighs” items as part of the “Famous Order” campaign. McDonald’s stores were redecorated to feature members of MIRROR. The store located at Admiralty also had a makeover, allowing fans of MIRROR to immerse in the celebration in the themed “McDonald’s x MIRROR” store.

The "Famous Order" campaign includes both online and offline touchpoints and boasts a series of ASMR TVCs featuring MIRROR members enjoying Crispy Thighs. McDonald's Hong Kong has also rolled out an AR filter, allowing customers to enjoy the Crispy Thighs with members of MIRROR via AR.