McDonald's HK and DDB Group HK garner support for charity with new campaign featuring Keung To

McDonald’s Hong Kong and DDB Group Hong Kong have come together again to launch a new “Big Mac Big Heart” campaign, in further support of the Ronald McDonald House Charities Hong Kong (RMHC).

Following the release of an emotional short film “Home is wherever we are together” a week ago, the campaign features the local boy band MIRROR’s Keung To and attempts to  raise brand awareness, and garner support for the charity and the work they do for families of seriously ill children.

In a conversation with MARKETING-INTERACTIVE, DDB Group HK said during research, it realised a lot of HongKongers are unsure about what RHMC actually does, so it wanted to launch a short film based on a real-life story first, to build awareness of the importance of family togetherness so strongly championed by RMHC; before it leveraged on Keung To and the iconic Big Mac value offer for amplification to further drive donation.

Now as the official RMHC ambassador, Keung To is releasing his own rendition of RMHC theme song, “Wingless Angels”, originally sung by Andy Lau. The music video, which has To’s character repair toys for children, and its heartfelt message of hope and healing, lends itself to the campaign and the endeavour to support RMHC to help more families during difficult times.

The campaign TVC features To’s music video and is designed to further build awareness of RMHC as well as invite Hong Kong people to help the cause. Furthermore, McDonald’s Hong Kong is pledging to donate $1 to the charity with each Big Mac or Chicken Big Mac meal set purchase made during the “Big Mac Big Heart” campaign period. Customers can further support the charity with personal donations able to be made via the app or instore self-ordering kiosks.

Available in Hong Kong and Macau, the campaign will run for the duration of this month and in addition to the music video and TVC, it will include print, instore materials, and social media communications.

In terms of how the ROI can be measured, DDB Group HK said every campaign is slightly different as it depends on the set key objectives, but brand health scores for evaluation will be measured.

Commenting on the campaign, Randy Lai, CEO of McDonald’s Hong Kong, said: “Following the success of the emotional short film 'Home is Wherever We are Together', we would like to share with all of you the joy and hope that RMHC brings to families in need.  We are grateful for the involvement of To, who evidently loves children and has great empathy for RMHC families, and have him share our message in the way he does best."

Lai also added that the brand now encourages all Big Mac and Chicken Big Mac lovers to back this campaign, to donate to RMHC in order to support more families with sick children, as RMHC is set to open its second house at the end of the year.

Meanwhile, Andreas Krasser, CEO of DDB Group Hong Kong, added, “As an agency, we are extremely proud to be partners with a client that is using its scale for good. We hope the campaign will connect with the ‘big hearts’ of Hong Kong people.”

Don't miss: McDonald’s HK and DDB Group HK highlight 'family centred care' in new campaign

The partnership's previous campaign "Home is Wherever We are Together", which was launched last week, aimed to raise the awareness of the importance of “family centred care” and encourage support for the charity. The six-minute short film is produced based on real-life story and revolves around a Hong Kong family’s experience and is about healing power of togetherness.

The emotional recount by the endearing younger brother offers a genuine perspective of the hardships of living with a critically ill sister. His story portrays the challenges parents face in maintaining routine and managing family dynamics, and the pain and suffering of having a critically ill sibling and child but also highlights how being able to stay together as a family helps tremendously. 

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