McDonald's: Bao Bao app

This case study shows how McDonald's Bao Bao app, a weather app, was able to stand out from the weather apps crowd and increase McDonald's brand awareness in Taiwan.

Campaign details

Brand: McDonald'sBrand Owner: McDonald'sLead Agency: OMD TaiwanCountry: TaiwanIndustries: Restaurants, takeawaysMedia Channels: Outdoor, out-of-home, TelevisionBudget: 1 - 3 million

Executive Summary

"Bao Bao app" is a real-time weather forecast application. Unexpected weather is the main cause of annoyance for commuters in Taiwan. We successfully cut through the noise via a collaboration with TV news and an MRT (Mass Rapid Transportation) carriage to urge people to download the Bao Bao app. At the end of campaign period, we reached over 1,125,000 people from the potential target audience and...

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