Brand Owner: McDonald's
Lead Agency: OMD Taiwan
Industries: Restaurants & takeaways
Media Channels: Online video, Online display, Product placement
Budget: Up to 500k
In 2016, before McDonald's Taiwan was about to launch its new menu, "Dual Combo", we were confronted by two challenges.
- The new menu targeted "hunger" but people can eat out easily in the Taiwanese market, so where could we find "hunger"?
- 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.