We sold 1.2 million burgers in this tiny country. How?
2 Silvers
Creative Circle Awards
For Singapore's 52nd National Day, McDonald's paid tribute to all the things that made Singapore, Singapore - by creating a burger inspired by one of the country's national dishes.
The catch? Malaysia claimed Nasi Lemak was theirs. By proclaiming Nasi Lemak as "Just for you, Singapore!", we incited a food fight of epic proportions.
The result? A trending topic, international news coverage, and over a million burgers sold. Sweet.
The catch? Malaysia claimed Nasi Lemak was theirs. By proclaiming Nasi Lemak as "Just for you, Singapore!", we incited a food fight of epic proportions.
The result? A trending topic, international news coverage, and over a million burgers sold. Sweet.
Phase I: Launch
Brand TVC
Food Romance TVC
Mr Brown parody
The sellout of Nasi Lemak Burger inspired endless memes and content. Blogging personality Mr Brown broke the bad news with a dubbed version of our TVC.
Phase II: Comeback
The Nasi Lemak Burger was a resounding success, selling out in its first two weeks--becoming a national meme, inciting a Singaporean-Malaysian food feud on Twitter, and leaving the general public hungering for more. The incredible social media frenzy around the Nasi Lemak Burger inspired our response campaign for Nasi Lemak Burger's comeback, once more giving us a chance to strike a personal chord with Singaporeans on their terms.