If there was a switch between day and night, where would it be located?

McDonald's says: In my store and in the restless bodies of young people. When 17:00 to nightfall, McDonald's flicked the switch on time and transformed into the McMac Night Market!

Under the trend of China's "night economy", McDonald's joined hands with the 180 Shanghai team to launch a brand new platform, "MaiMai Night Market", on May 11th. After 17:00, the debut of the new "McMac Night Burger" and "Chicken Rack", together with the previously launched popular single product "Soulful Half Chicken" to form an exclusive night market menu, online and offline simultaneous sale.

Toolman by day, own man by night

It is not easy for young people of this generation. Working under the rules of society during the day, and searching for an outlet to release themselves at night. So for young people, what is the difference between Mai Mai Night Market and other night markets?

McDonald's is an old familiar stronghold from our childhood. In the old place, we meet old friends, eat new products and talk about new topics. The environment, the food, and the conversation will create a magical chemical reaction, just like flicking a switch to get high in young people's bodies.

In order to show the switch between day and night, the commercial is designed with the creative memory point of "taking off shoes", once 17:00 arrives, take off the constraints of the daytime! Going to Mai Mai Night Market is as relaxing as going to an old friend's house for a chat.

In addition to delicious new products, the emotional value that Mai Mai Night Market offers to young people is precisely to shed the constraints and disguises of the daytime, and to find the self that chats freely without regard to what it eats.

Online ordering in disguise, "second floor" night market opens

McDonald's found that more than 70% of customers start ordering online before entering the store, so after 17:00, the online ordering menu also needs to be disguised as "evening immersion mode", which has become an important part of improving the user experience and occupying the mind.

For the first time in the APP and small program settings drop down the second floor, leading diners to take the first cloud shopping night market street. Popular celebrities and food broadcasts from all over the world take turns to taste the new products, demonstrating what it means to let go and eat in the fireworks of the world, with no taboos.

41 Cities Fly Together, Sparking a Card-Playing Frenzy

To create momentum for the official launch, 41 cities across China opened MaiMai Night Market card-punching theme stores. Stores in Chengdu, Shenzhen, Wuhan and many other places have become up-and-coming landmarks, creating a boom of store-hopping among young people.

Tiktok topic # Don't dazzle hamburgers and can't sleep # Impact hot rod, through the influence of talent, to blow up the most popular Maimai Night Castle and plant grass for Maimai Night Market.

Interestingly, the May 11 night market on-line at the time of the magic city sealing control, all over the KOL's card temptation, can be the magic city of the partners greedy bad. In the unsealing of the first time, immediately ordered a feast!

As a strategic platform launch for McDonald's, the 180 Shanghai team made a brand new attempt together with McDonald's. The team was able to create a new campaign with the help of the McDonald's team. The team dug deep enough and real enough in the front-end insights, and let fly enough and young enough in the creative expression. After overcoming the challenges of cloud shooting and epidemic control, the team still achieved a good result that the sales of the products in the night market far exceeded the expected target. The power of "food" captured the stomachs of young people and their restless hearts in the evening.

Friends, are you coming after work? Let's go to Mai Mai Night Market and find some long-lost happiness!