Campaign details
Brand: McDonald's TaiwanBrand owner: McDonald'sLead agency: OMD TaiwanCountry: TaiwanIndustries: Restaurants, takeawaysMedia channels: Online video, Social media, Word of mouth, advocacyBudget: Up to 500k
Executive summary
McDonald's is the leading fast-food brand in Taiwan. In autumn 2017, it launched a limited edition seasonal product, the shrimp burger. However, its main competitors had produced shrimp burger products for a long time and those were more famous. Thus, we needed to raise awareness of the product to stimulate people's curiosity to taste it.
Following findings from of the target audience...