Results and Effectiveness

As an integral part of the integrated breakfast campaign, the installation helped bring breakfast sales up by 20% and guest count also by 20%. The installation also garnered extensive coverage in traditional and social media with 15,000 likes and 1000+ shares.

Creative Execution

Due to the uniqueness of creative presentation, site location is the key factor for campaign success. The media agency had taken into account the visibility and traffic for the OOH and found the Taipei Railway Station able to fit all our event needs. After the site selection, the media agency's task was to ensure that the finished OOH will not violate any relevant government laws and regulations. The wind drag, weight, height as well as the material limitation for the OOH was all considerations involved to maximize the media effect. It also required a many communication capacity to coordinate different perspectives held by all working counterparts, namely the creative agency, client and the vendors. the media agency has called for numerous meetings to discuss the strategy, media plan and production and finally helped reach the consensus and implemented the campaign on schedule.

Insights, Strategy and the Idea

Objective: While McDonald's breakfasts are popular, there is no dominant leader. Convenience stores and local breakfast kiosks threaten this popularity. In late January, McDonald's launched a breakfast campaign to remind consumers about their freshly made breakfasts namely the McMuffin. Target: They strive for perfection and always on the move. Multitasking at every moment, it is ingrained in Taiwan's consumers psyche to stay driven for succes. They usually grab breakfast on the go or more often miss it entirely. Insight: With consumers always on the move to work, McDonald's needed something intrusive, familiar, something McDonald's to remind them of the freshly made breakfast. Relevance: The McCuckoo clock literally made commuters stop near the Taipei Main Station. From 6:00 am to 10:30 am, the McCuckoo clock announces the time with a giant hot McMuffin coming out of the clock. A larger than life experiential device whose tonality is unique to the brand.