2. HOW TO COOK FOR MILLIONS
Tim.Cheng@TribalDDB.com.hk

3. RIGHT NOW
7155 KM SOUTH EAST OF MOSCOW
MILLIONS OF PEOPLE ARE LOOKING FORWARD TO THEIR DINNER.

4. TLE BIT ABOUT ME
LLO!
BUT FIRST, A LII
HE TIM CHENG
OR
EXECUTIVE CREATIVE DIRECT
G
TRIB AL DDB HONG KON
996
COOKIN G DIGITAL SINCE 1
ONG
ON , SYDNEY, HONG K
WORKED IN LOND NCIL
B AP AC CREATIVE COU
CHAIR TRIBAL DD HER
KEEN IP HONE PHOTOGRAP

5. TRIBAL DDB APAC
HAS 17 OFFICES
IN 11 COUNTRIES
WITH 400 STAFF.

6. CAMPAIGN AWARDS 2009 -
APAC DIGITAL AGENCY OF THE YEAR
CAMPAIGN AWARDS 2010 -
APAC DIGITAL AGENCY OF THE YEAR
CAMPAIGN AWARDS 2010 -
GREATER CHINA DIGITAL AGENCY OF THE YEAR

7. A MEAL IS MORE THEN JUST REFUELING.

8. IT’S A TIME TO
SHARE NEWS, TO RELAX WITH FAMILY,
TO GOSSIP, TO CATCH UP WITH OLD
FRIENDS, TO MEET NEW PEOPLE...

9. BUT MOST OF ALL, TO ENJOY THE
EXPERIENCE. NOT EACH TO THEIR OWN,
BUT SHARING THE VARIETY OF DISHES
WITH EVERYONE AROUND THEM.

10. WHAT ABOUT OUR
APPETITE FOR DIGITAL?

11. WE ARE CONSTANTLY SEARCHING FOR
NEW INGREDIENTS, EXPERIMENTING
WITH FLAVORS

12. FITS BETTER WITH OUR LIFESTYLES:
EASIER TO PREPARE,
WITH MORE BENEFITS,
AND BETTER VALUE.

13. HOW TO COOK DIGITAL FOR
MILLIONS?

14. RETHINK OUR RECIPES.

15. FROM 360°

16. TO 6°

17. STOP THINKING ABOUT
ADVERTISING CAMPAIGNS.

18. CREATE PERSONAL AND
ON-GOING RELEVANCY.

19. BE SPONTANEOUS
AND MOBILE.

20. IDEAS QUICKLY.
EXPERIMENT CONSTANTLY.

21. BE TRIBAL .

22. ASIA PACIFIC FLAVORED RECIPES FROM:
SHANGHAI. HONG KONG.
SINGAPORE. SYDNEY.

23. SHANGHAI
POWER OF WORD-OF-MOUTH

24. Background:
Chicken wings is loved by all Chinese consumer but whenever a
mention of it, people’s top of mind recall is KFC.

25. McWings Challenge
We are taking the challenger position and have a
head on competition with our competitor

26. We created 6 locally (provincial) resonating viral videos about
how much they love chicken wings.
Partnering with QQ, we
develop a pledging site for
consumer to be able to pledge
their love for McDonald’s
Chicken Wings. We told
consumer we’re looking for
only 1.0mil love and we’ll We did paid media on sites to draw people to
reward them. pledge for us.

27. We accept consumer who brings any competitor coupons
into our store and they can enjoy further discounts

28. Blogs, Bulletin BoardforFrenzy: google in regards to
The screen shot news search on
our campaign

29. Even media begins to get excited:
We gotten online and offline media writing about our coupons strategy and it became one of the most
talked about marketing campaigns.
We appeared in CCTV2, Beijing TV, Guangdong TV, CBN Weekly and Sina.com within 2 weeks of
launch garnering more than 370 news articles

30. In Phase II, from the buzz we created, we need to begin rewarding our loyalists who
pledged their love...
We launched 3 new flavour of
chicken wings that users can
now enjoy. We turn 7 McDonald’s in 7 cities into McWings
Theme Store for 7 days giving away free chicken
wings as a gratitude towards those who pledge
their love for us.

31. Created another round of media buzz:
Consumer post their
experience in theme
store
Newspaper, TV stations and Blogs covered this news making
our theme store one of the most talked during the 7 days.

32. Recognition by Harvard Business Review:
The Power of Word-of-Mouth in China
“You just can't stop the word from spreading in China — as
McDonald's recently discovered. In March, the American fast food
chain invited people who had discount coupons on chicken wings
from any restaurant in China — including rivals like KFC — to use
them to buy McSpicy Wings at a discount. Building on the buzz,
McDonald's promised that if one million people in China were to
pledge their love online for McSpicy Wings, it would hand out free
chicken wings for seven days at seven restaurants. In just four
weeks, more than two million people signed the pledge and
McDonald's happily handed out 10,000 free wings. Because of
these word-of-mouth promotions, sales of McSpicy wings shot up
by 10% in March over the previous month.”

33. HONG KONG
JUST HIT PLAY... AND ESCAPE.

35. SYDNEY
THE SCREEN IS NOT BIG ENOUGH.

37. SINGAPORE
FITTING A TECHNOLOGY INTO
AN IDEA.

39. THANK YOU ;-)