ABOUT
Brief:
McDonald's Taiwan wanted to launch a branding campaign to reinforce awareness of McDonald's brand values: a place to connect with family and enjoy a good meal. The client wanted to remind its customers of all the feel-good moments they had in one of their restaurants.
Background & Idea:
Lately public discussion in Taiwan is often about new societal phenomena like single-parenthood and the challenges that come with it. We saw this as a great opportunity for McDonald's to join the conversation and show our inclusive values that our restaurants are a space for everyone to connect.
We choose a single-parent father story with a slightly sensitive topic of the first period. The video was placed on YouTube on May 5th, mother’s day to join a conversation about single-parent fathers also receiving praise on mother’s day. We developed this "Feel-good moments" theme to showcase the memorable moments of loved ones connecting over a good meal.
Results:
The video instantly went viral, hitting 4 million views on social media in the first 2 days and dominated the discussion on social media. The social buzz turned into business success with 8% sales increase in the campaign month. Following the campaign brand preference increased by 12% as our research showed. (McDonald’s internal data)
AWARDS
LIA Award - Gold
PHNX Tribute Awards - Bronze
PHNX Tributes Awards - 2 Gold
MADEIT CREDITS
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Brenda KouClient
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April KuoCopywriter -
Leo Burnett TaiwanCopywriter -
Ging-Zim LoDirector -
Leo Burnett TaiwanCreative Partner -
Leo Burnett TaiwanArt Director -
Leo Burnett Taiwan -
Murphy ChouChief Creative Officer
Back to Still My Little Girl project
Nicolas Perez
Associate Creative Director
Chile
The Artist as Photographer
Shooter, Ken Gerhardt Photography
South Africa
Antonino Lupo
Content Manager, Battenhall
United Kingdom