Campaign details

Brand: McDonald's
Brand Owner: McDonald's
Lead Agency: OMD Taiwan
Country: Taiwan
Industries: Restaurants & takeaways
Media Channels: Online video, Online display, Product placement
Budget: 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.

  1. The new menu targeted "hunger" but people can eat out easily in the Taiwanese market, so where could we find "hunger"?
  2. Besides the fundamental media mix, how could we engage and create buzz with "hunger"?

After analysing the ads which communicate with a similar group (hunger) and holding a focus group, we found people usually feel hungry when they do some activities which can't be paused, such as playing online games or watching a live webcast.