McDonald’s Introduces New McCafé Coconut Latte in Hong Kong via Giant Billboards

Following last year's coffee "retirement" campaign, McDonald's Hong Kong has wowed Hongkongers with giant billboards featuring its latest McCafé coconut latte at the Eastern Harbour Tunnel and Western Harbour Tunnel. Available until mid-March, the giant out-of-home displays aim to generate citywide awareness.

Marketing-Interactive noted that McDonald's Hong Kong's market insights show that people in Hong Kong are interested in new coffee tastes and have a strong interest in coconut lattes. That's why the brand aims to introduce the new product to coffee lovers across the city.

Strategic Marketing Approach

Created in partnership with creative agency DDB Group Hong Kong and media agency OMD, the OOH campaign is an integral part of its holistic coffee strategy. It started with its all-store McCafé campaign last September, which included McCafé coffee across over 250 McDonald's restaurants.

Bold Teasers and Viral Marketing

As an extension of the marketing strategy, the OOH campaign, this time, kicked off with a bold teaser saying that "something good" was coming to McCafé, including a "coconut" pun in the announcement as a clue. This teaser has dominated the Western and Eastern Harbour Tunnels and print and social media to maximize public awareness.

Besides teasers on tunnel billboards, radio spots, cross-harbor tunnel billboards, and newspaper ads, McDonald's amplified this initiative through social media content and announced that all McDonald's restaurants started serving McCafé coffee using the same channels and placements.

"Being an extension of this marketing strategy, this campaign is focused on generating a viral effect and aims at being the talk of the town again," the spokesperson said.

Driving Conversation and Engagement

Tina Chao, chief marketing and digital customer experience officer, said: "It is McCafé's mission to democratize specialty coffee for everyone in Hong Kong. With coconut Latte, we are even introducing a new trending coffee drink to bring new coffee excitement to the market. This is part of McCafé's ongoing strategy to offer affordable quality coffee, all while disrupting the market with brave marketing in McDonald's way."

Timeout reported that McDonald's Hong Kong collaborated with Hello Kitty for Chinese New Year to release a special crystal mahjong set last month! In addition, Hello Kitty's 50th anniversary falls on the launch day, bringing good fortune and wealth to the celebrations.

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