Campaign details
Brand: McDonald'sBrand Owner: McDonald'sLead Agency: OMD TaiwanCountry: TaiwanIndustries: Restaurants & takeawaysMedia Channels: Online video, Online display, Product placementBudget: Up to 500k
Executive summary
In 2016, before McDonald's Taiwan was about to launch its new menu, "Dual Combo", we were confronted by two challenges.
- The new menu targeted "hunger" but people can eat out easily in the Taiwanese market, so where could we find "hunger"?
- Besides the fundamental media mix, how could we engage and create buzz with "hunger"?
After analysing the ads which communicate with...