Campaign details

Brand: McDonald's
Brand owner: McDonald's
Lead agency: OMD Taiwan, Twitch 
Country: Taiwan
Industries: Restaurants & takeaways
Media channels: Product placement, Online display
Budget: Up to 500k

Executive summary

In 2016, before Taiwan McDonald's launched its new menu "Dual Combo" it faced two challenges:

  1. The new menu targeted hunger, but people can eat out easily in Taiwan so McDonald's needed to find a specific hunger to meet.
  2. Besides the fundamental media mix, how could we engage and create buzz around "hunger"?

After analysing advertisements which also focus on hunger and holding the focus group meeting, we found that people often feel hungry when they do activities which can't be paused, for example playing online games or watching live webcast.