Campaign details
Brand: McDonald'sBrand owner: McDonald'sLead agency: OMD TaiwanCountry: TaiwanIndustries: Restaurants & takeawaysMedia channels: Content marketing, Online videoBudget: Up to 500k
Executive summary
In Taiwan's competitive coffee market, McCafe had built awareness through a series of TVCs in 2016. However, we found that these TVCs were becoming less and less effective over time as consumers lost interest – and a new TVC in McDonald's usual style would not be enough to grab their attention.
According to McDonald's customer profile survey, the main customers are office workers in...