At the beginning of 2020, McDonald's "fried chicken marketing" grabbed the eyeballs, "the much-anticipated new black-tech product turns out to be the McMuffin Crispy Chicken, which has five major black technologies!"

From the suspense to reveal the secret, triggering unprecedented discussion and attention, Mai Mai crispy chicken has become a net red fried chicken that everyone tends to rush to, and truly achieved the birth of a hit.

After six months, how to win more attention in the second promotion and create another sales peak?

The "backwave" combination punch, the opening of three-dimensional marketing battle

fter receiving the brief, Shanghai 180's creative team analyzed the current situation of consumption and competition in the fast food market in just 2 days, and finally found a brand new entry point: 

Mai Mai Crispy Chicken is a newcomer to the fried chicken scene, but has a strength that should not be underestimated, just like the "backwaters" in our lives, although young, but not "belittled", and have the courage to amaze the whole audience as soon as they appear on the scene.

"Backwave" Fried Chicken is the new persona of Mai Mai Crispy Chicken.

In order to quickly capture the hearts and minds of consumers, we worked with the client to develop a customized "multi-dimensional, punch-to-punch" marketing plan.

The first punch, the first to strike

"He Bing", "hind legs" controversy triggered the topic.

The May 4th Youth Day wave of "backwave" has given He Bing a strong association with the word in the public's mind.

This time, we boldly invited Mr. He Bing to call "Backwave" in a brand new way.

Talking about fried chicken and young people.

With a different 'backwave', the audience will be able to see a completely different He Bing.

After discussing and communicating with Mr. He Bing, we reached a consensus on the understanding of this film: between the "front wave" and the "back wave", it is not a simple pandering, but a perfect fusion after mutual appreciation. Therefore, during the shooting, Mr. He Bing used Chinese drums representing traditional culture, and after a burst of inspiring drum beats, he continuously integrated wota art, jazz drums and street dance performances with young people, pushing the whole call rhythm to the climax.

Then suddenly reversed, it turned out that the "backwave" is the new generation of Mai Mai crispy chicken. In the "chicken" performance, Mr. He Bing is no baggage, let go of the performance, offering a precious fragrance "expression packets".

https://v.qq.com/txp/iframe/player.html?vid=i3216l5of4t&tiny=0&auto=0

After the release of the video, it provoked heated discussions on social media platforms, with some people saying "awkward" and "letting go of the old artist", while others said "magical" and "interesting", and even some netizens jokingly called the video "Hind Legs". Some people said "awkward" and "let the old artist go", while others said "magical" and "interesting", and some netizens even jokingly called the video "Hind Legs". In the mixed discussion, the public deeply remembered that "McDonald's "Backwave" fried chicken is here".

And that's just the beginning.

The second punch, the front of the battle

A mouthful that turns the fried chicken experience upside down

We return to the product itself from a spiritual level, focusing on communicating that what "Backwave" fried chicken brings is a subversion in taste and experience.

TVC conveys the unprecedented taste experience of fried chicken by using the expression of "one bite of amazement" when people eat Mai Mai Crispy Chicken for the first time. Although it's just an expression, the team did a lot of casting work to make the performance more realistic and compelling. We also invited the famous director A. HEUNG JOON, who has a lot of experience in shooting fried chicken, to direct the movie, from the character's expression to the interpretation of the deliciousness of the food, all of which were perfected.

https://v.qq.com/txp/iframe/player.html?vid=x3216b4q60q&tiny=0&auto=0

Third punch, flanking support

Black tech makes you smell good

Mai Mai Crispy Juicy Chicken is so delicious because of the black technology. We Shanghai's busy business district to create a black technology fried chicken, joint well-known visual team - Avocado Toast Studio, with advanced naked-eye 3D technology, the West Nanjing Road subway station, Exit 11 into a black science and technology fried chicken museum, with the visual feast on the face of the passers-by, "really fragrant". Overnight, the birth of the newest Netflix hot spot!

https://v.qq.com/txp/iframe/player.html?vid=h321672b9hs&tiny=0&auto=0

The fourth punch, a targeted attack

A new way of eating with a soul

Suddenly, all the rednecks on Shakeology and Weibo are shaking their red wine glasses and eating fried chicken!

Is it a "Versailles" awakening or some kind of confused behavior?

In fact, it's a brand new way of eating chicken that we've created for Chicken McMuffin with Crispy Sauce -- Green Pepper Wake-Up Chicken.

Sprinkled with McDonald's special nine-leaf green peppercorn powder packet, it infuses the soul of the already delicious McMuffin Crispy Sauce Chicken.

The principle of "waking up red wine" is cleverly borrowed, using red wine cups + green pepper powder packets to create an unprecedented chicken eating ritual.

In a fun and interactive way, consumers will remember that "Mai Mai Crispy Chicken, like red wine, needs to be woken up before it tastes better," and "Green Pepper Powder is the soulful powder for waking up the chicken".

We not only produce eye-catching ideas, but also solve the business problems of our clients.

That's what 180, as a creative agency, has always stood for.