Campaign details
Brand: McDonald'sBrand owner: McDonald'sLead agency: OMD Taiwan, Twitch Country: TaiwanIndustries: Restaurants & takeawaysMedia channels: Product placement, Online displayBudget: Up to 500k
Executive summary
In 2016, before Taiwan McDonald's launched its new menu "Dual Combo" it faced two challenges:
- The new menu targeted hunger, but people can eat out easily in Taiwan so McDonald's needed to find a specific hunger to meet.
- 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...