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Marketer: McDonald's Corp. Agency: DDB Worldwide, Hong Kong

McDonald's targets office workers with campaign pointing out consequences of skipping breakfast.

[hong kong] McDonald's Corp. is boosting morning sales in Hong Kong and Taiwan with ads and stunts that highlight the pitfalls of skipping breakfast. Many Chinese "have trouble really getting going in the morning," said David Morita, McDonald's VP-marketing in Hong Kong. "Our target [market] tends to skip [breakfast], or grab a very light meal on the go."

In Hong Kong, the concept was brought to life with a real bed placed in one of the city's busiest subway stations from 7 a.m. to 10 a.m. for two days in late September. A model dressed as a typical young office worker, who appeared to be sleeping, was tucked under the sheets alongside a visual of McDonald's Big Breakfast and the tagline, "Having trouble getting going in the morning? Start your day right by starting it out at with a great breakfast at McDonald's."

A TV spot, also developed by Omnicom Group's DDB Worldwide, Hong Kong, portrays a young executive who has fallen asleep in his office chair. A cleaning lady snags a vacuum cleaner cord on his chair leg and drags him along on her cleaning route, to the amusement of his colleagues. The man is eventually deposited in his employer's office, with dire but comical consequences.

DDB also developed a radio ad for Taiwan that starts out as a real news story. The "newscaster" becomes muddled in the middle of a story, because he didn't start his day with a McDonald's breakfast. -normandy madden

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