What it had to solve
Celebrate a new concept store by tapping the shared memories customers already have of the brand, rather than leading with the new technology.
How it works
An intensive four-day campaign ran authentic 1990s-look recreations of old McDonald's adverts across TV, newspaper, magazine, outdoor, radio and online, kicking off with the chain's iconic 'Fish symphony' spot — coincidentally created in 1997 by DDB Group Hong Kong's own Carol Lam. Tribal drove reach through modern channels and KOLs asking people to share their McDonald's memories, and event agency Amaz built an interactive Toy Museum at City Plaza holding over 1,000 toys dating back to 1980, enriched with QR activations to win souvenirs or redeem a classic hamburger set at a classic price.
What it did
The report gives no measured results. Marketing director Esther Chung framed the aim: honour the brand's history as a vehicle to celebrate the new store while looking to the future.
Background
In partnership with DDB and Tribal Hong Kong, McDonald's Hong Kong celebrated its latest state-of-the-art concept store at City Plaza in Taikoo Shing by opening the door to its own history. The four-day campaign quite literally turned back the clock, recreating McDonald's adverts from the past with an authentic retro look hailing from the 1990s — reminiscent of times before 4K, HD, digital screens and face detection — across TV, newspaper, magazine, outdoor, radio and online placements.
The campaign kicked off with the chain's iconic 'Fish symphony' TV spot, coincidentally created back in 1997 by DDB Group Hong Kong's chief creative officer and managing director Carol Lam, who described the magic as the stark contrast between old and new — 'a stolen moment for customers to reflect on a simpler time'.
DDB's digital arm Tribal extended the nostalgia across social media with key opinion leaders encouraging people to share their McDonald's memories. The campaign culminated in a colourful, interactive Toy Museum at City Plaza featuring over 1,000 McDonald's toys dating back to 1980, brought to life by event agency Amaz and enriched by a QR code activation offering souvenirs or a classic hamburger set at a classic price.
Why it lands
The brand itself owned the retro assets — its old adverts and decades of Happy Meal toys — so the nostalgia was authentic, not licensed.
Stark old/new contrast made the new concept store the punchline of the story rather than a product sheet.
Six legacy media channels recreated the media mix of the 1990s, making the period feel real.
QR codes and classic prices gave nostalgic visitors something to do, not just feel.
What you can take
A heritage you already own — old ads, old toys — is free creative material: replaying it authentically can launch something new better than showing the new thing itself.
Since then
LBB reported the campaign on 6 July 2016. The article gives no footfall, sales or social-engagement results for the store opening.
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