| Title | NUGGETS DIVING BOARD |
| Brand | McDONALD'S |
| Product / Service | NUGGETS |
| Category | A05. Best Use of Ambient Media: Large Scale |
| Entrant | LEO BURNETT TAIWAN Taipei, CHINESE TAIPEI |
| Entrant Company | LEO BURNETT TAIWAN Taipei, CHINESE TAIPEI |
| Advertising Agency | LEO BURNETT TAIWAN Taipei, CHINESE TAIPEI |
| Media Agency | OMD TAIWAN Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Ian Tsai | Occupy Advertising | |
| Alex Wu | Occupy Advertising | |
| Dc Chen | Occupy Advertising | |
| Kabi Wu | Omd | Assistant Buying Manager |
| Rex Kuo | Omd | Buying Director |
| Maggie Tang | Omd | Planning General Manager |
| Ellie Huang | Omd | Ceo |
| Rene Lee | Omd | Associate Planning Director |
| Liz Cheng | Leo Burnett Taiwan | Account Executive |
| Jennifer Jan | Leo Burnett Taiwan | Managing Partner |
| Cindy Lin | Leo Burnett Taiwan | Account Manager |
| Ed Hseih | Leo Burnett Taiwan | Copywriter |
| Kyle Chiu | Leo Burnett Taiwan | Acd/Art Director |
| Jin Yang | Leo Burnett Taiwan | Creative Director |
| Dino Jalandoni | Leo Burnett Taiwan | Executive Creative Director |
As a result of this piece, awareness for McNuggets and it's new sauces spiked. The outdoor piece was covered extensively by traditional and social media. It broke records in Facebook with 150,000 check ins, 20,000 likes and 2,000 shares. McDonald's stores around the Taipei Main Station reported a 15% increase in Nuggets sales during the time period of the installation.
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 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.
Objectives: In celebration of Chinese New Year, McDonald's offers new sauces to go along with it's iconic McNuggets - a meal often shared in large gatherings such as CNY. Target Market: Families that are travelling to their hometowns to celebrate Chinese New Year. McDonald's has always been part of their gatherings either as food for the celebration or as meals for their travels. Insight: McNuggets have always been identified as dipping fun food. To announce the new sauces, we created a larger than life dipping fun experience for it. Relevance: As The Brand for family fun, the Nuggets Diving Board reminded our target on how McNuggets serve as the ultimate in dipping food fun. The large, playful ambient piece brought thousands of smiles to commuters travelling in the Taipei Main Station, increasing sales in a nearby McDonald's and gave families awareness to love this iconic food all over again.