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| (March 1, 2004) |
| McDonald's "Fish McDippers" new product campaign
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Advertisement for the product features three celebrities who represent McDonald's lovers in Japan: Noritake Kinashi, Ai Tominaga, and RAG FAIR are all hooked on "dipping"!
McDonald's Company (Japan), Ltd. (Head office: Shinjuku, Tokyo, President: Yasuyuki Yagi) will launch a campaign for their promising new menu item, "Fish McDippers" on March 8, 2004. The company selected Noritake Kinashi, a comedian, Ai Tominaga, a supermodel, and RAG FAIR, an a cappella vocal group, as their campaign celebrities.
The celebrities have one thing in common -- they're all big-time McDonald's fans! Kinashi experienced working for a day at the Odaiba Deck location for a TV show. He loves McDonald's so much that he carries a permanent McDonald's membership card. Tominaga, an internationally successful supermodel, drops in at McDonald's restaurants around the world to try out local specialty menu items. And last but not least, RAG FAIR, whose record company is located next to a McDonald's restaurant, love our products so much that at least one group member visits the restaurant every day.
These stars, the perfect people to support the debut of our promising new product, will tell you all you need to know about the delicious "Fish McDippers" through commercials and at McDonald's restaurants with the coming of spring. |
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| Fish McDippers Campaign: "Get Hooked on Dip" |
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The ingredient, fish, is not the only thing that's special about our new product, Fish McDippers. The "dip-in style," is a new style of eating where you "dip" the deep-fried fish pieces in 2 kinds of sauce to enjoy them even more.
Dip-in style is typical at casual parties, so we decided to focus on delivering the fun of dipping through this new product. The campaign slogan, "Get hooked on dipping!" expresses our hope that you'll enjoy dipping just the way you like it. |
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We have created two types of TV commercials: A pre-launch "finger" type, and a post-launch "Enjoy dipping!" type.
In the "finger" version, the three celebrities evoke their own popular images: Kinashi and soccer, cat-walking with Tominaga, and choral music for RAG FAIR.
In the "Enjoy dipping!" version, these stars use all their talents and abilities to express the fun of dipping in their own unique ways. And of course, RAG FAIR will provide the music for their commercials to help them express the fun of dipping. |
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| Dipping Whirlwind Blows Across Japan! |
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At Restaurants
Fish McDippers, the new menu item, will be themed in blue. Every McDonald's restaurant in Japan will be colored in bright ocean blue with powerful POP tools decorated with fish and fishing net illustrations.
McDonald's is usually associated with red. During the campaign period, however, we intend to impress our customers with blue and bring a refreshing sensation.
The Fish McDippers will be launched on Monday, March 1, at our restaurant on the Odaiba Decks (Minato-ku, Tokyo), ahead of all the other restaurants.
We feature the Odaiba Decks restaurant, which holds the record in daily sales, as the flagship store in this campaign. The restaurant will be decorated with powerful blue collaterals, inside and outside, for two weeks.
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On the Web
In this campaign, we will put our advertisement not only in restaurants and the media, but also on the Internet, for a more all-round campaign.
We have created a special page "McDippers' Island" (http://mcDipper.jp) on our company website. This new link offers a game that enables you to enjoy dipping in virtual reality, complete with tips from Noritake Kinashi, a community forum hosted by RAG FAIR that includes exclusive video clips of the group, and virtual letters by Ai Tominaga in which she shares her experiences at McDonald's overseas with you. The site also features a section for customers where they can share any new and unique dipping styles they like or discover. Let's share dipping on the Web!
We will also hold an auction at http://mcDipper.yahoo.co.jp, starting on March 8, tying up with Japan's biggest auction site, "Yahoo! Auction" (http://auctions.yahoo.co.jp/). The items to be auctioned at the site are a personal RAG FAIR performance just for you, and a special limited production by McDonald's: a set of a special blue tray and McCards not sold anywhere." If you successfully bid for the former, RAG FAIR will perform a mini-concert just for you, and you will get to enjoy the Fish McDippers with them at one of our restaurants. (A video of the event will be posted on the above website and be distributed as mobile phone content as well.)
The money collected through this auction will be donated to the Donald McDonald House Charities Japan Den Fujita Foundation to help build and operate lodging facilities for the families of ill children.
Note: bidding for the personal RAG FAIR concert closes March 14.
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