McDonald's launches Singapore brand campaign

McDonald's has launched a DDB-produced brand campaign in Singapore to connect with locals during down times. Shot by famed local auteur, Eric Khoo, the fast food giant’s latest drive aims to “blend value, innovation and brand experience, while creating an emotional connection with all Singaporeans” through its products in this challenging economic period.“We have been part and parcel of Singaporeans’ lifestyle for 30 years now. We wanted to capture some unique McDonald’s moments that our customers love,” says Shirley Foenander, vice president of marketing and communications, McDonald’s Singapore.“McDonald’s and DDB wanted to provide moments of optimism in celebrating life’s little pleasures and treats even as difficult times loom ahead,” added Kim Das, vice president regional director Asia-Pacific, DDB Singapore.The first phase of the year long campaign featuring print and four out of nine TV spots, was launched at the start of February. The “Lovin’ McDonald’s Moments” series of nine commercials features short stories that capture insightful “love” moments of Singaporeans’ association with the American fast food chain.Other phases across various media channels would also be working in tandem with the campaign messaging throughout the rest of the year. OMD had overseen all media buying functions of this campaign.