Launch McDonald’s first gourmet range, Chicken McGrill,
in a competitive quick service restaurant market.
We reminded Singaporeans of the ambitious spirit that brought Singapore from an underdog nation with no resources to a world-class metropolis.
By starting a Twitter-based dialogue, a new generation of Singaporeans were encouraged to share what they would do to make life better. We created a brand campaign around Chicken McGrill to rally Singaporeans under one big idea:
Make it better
#makeitbetter trended on Twitter
119,019 visits to makeitbetter.sg
Increased sales of 9.6% (targeted 5%) over the month of launch
PR coverage of $150,000 in press and social media