McDonald’s Indonesia’s Ingenious J-Pop Campaign Stirs Up A Sensation
McDonald’s Indonesia didn’t just relaunch its ‘Taste of Japan’ burgers; they turned it into a cultural phenomenon. Their secret? A catchy J-Pop jingle named ‘Nihon No Fureeba’.
This jingle, sung in pure Japanese, emphasizes crispy nori and yakiniku sauce – both stars of the revamped burgers. It sends a clear message: you might not grasp our Japanese-inspired burgers, but you’ll surely relish their taste. It’s similar to how many adore Japanese tracks without understanding the lyrics.
Why a Japanese song? Leo Burnett’s research spotlighted Indonesians’ deep love for J-Pop. Leveraging this insight, they collaborated with Indonesian-Japanese singer Ica Zahra. Together, they produced ‘Nihon No Fureeba’, releasing it as a full-blown J-Pop single – no subtitles provided.
The result? Astounding! In just a week, over three million views clocked on the music video. The airwaves buzzed with the song. It sparked numerous TikTok dances and radio covers.
But the climax came later. Both the agency and Ica Zahra unveiled that this infectious tune, which captivated masses despite its linguistic barrier, was actually a jingle. Not just any jingle, but one promoting McDonald’s renewed product line.
This revelation did wonders. The jingle skyrocketed, leading music apps like Shazam. This fame translated into sales too. The launch week saw sales figures outperforming the past three years combined!
Ravi Shanker, Leo Burnett Indonesia’s chief creative officer, shared the genius behind the success. He stated, “People never guessed it’s an ad. With its untranslated Japanese lyrics, it felt like any other beloved J-Pop song.”
He further emphasized Indonesia’s obsession with Japanese pop culture. “Here, J-Pop isn’t just heard; it’s lived. From humming the tunes to flaunting tees with Japanese inscriptions – the love is evident, even if the meanings aren’t.”
Echoing this sentiment, Michael Hartono, McDonald’s Indonesia’s marketing director, said, “It’s not just about the burgers. It’s about brand love. Even post-reveal, the jingle remains a karaoke favorite and dominates countless Spotify playlists.”
McDonald’s Indonesia has surely set a marketing benchmark, proving that sometimes, the melody of success needs no translation.
This news piece is based on insights from Marketech APAC.