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McDonald’s Singapore launches ‘Night-In’ platform The Drum looks into how and why global foodservice retailer McDonald s pivoted its go-to-market strategy in Singapore on the back of the emergence of the in-home consumer. Of the many offshoots of the post-pandemic life and the growing in-home economy, an important shift has been in the changed food habits of people, in terms of what they eat, how they eat and when they eat. The advent of this ‘cocoon culture’ which mirrors and celebrates the newfound joys of staying home, is being lapped up by brands to connect with an emerging customer base. ....
Details 13 April 2021 McDonald’s Singapore has unveiled a new campaign named Night-In , which aims to reflect how nights-in have become the new nights out. The campaign is fronted by a 45-second spot that mirrors the newfound joys of staying home, or better known as “Cocoon Culture”. Featuring an original, soulful music track to capture the essence of a night-in, the film aims to celebrate the night-in crowd who unabashedly revel in spending their quiet time indoors, either alone or with their loved ones. The ad is also edited into two separate 15-second versions, with one targeting at Gen Z and another targeted at Millennials. The ad for Gen Z is titled #FOMO is out. #JOMO is in. Tonight. Are you in? McDonald s. One can only assume JOMO in this case refers to the Joy of missing out , which contrasts the term FOMO , or fear of missing out. Meanwhile, the shorter ad for Millennials is titled Work out, chill out, go all o ....