Campaign details

Brand: McDonald's Taiwan
Brand owner: McDonald's
Lead agency: OMD Taiwan
Country: Taiwan
Industries: Restaurants, takeaways
Media channels: Online video, Social media, Word of mouth, advocacy
Budget: 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 of 20 to 39-year-olds, we played around with homonyms of the word 'Shia', meaning both 'shrimp' and 'blind' in Mandarin. 'Shia' also means silly, crazy or funny in young people's slang. We selected the most iconic Shia influencers, called This Group of People (TGOP), to present Shia homonyms – as their masterpiece is called 'Super Shia KUSO Cover Songs'.