McDonald's: DIVING BOARD

Credits & Description:

Advertiser: McDONALD’S
Agency: LEO BURNETT TAIWAN
Category: Best Use of Ambient Media: Large Scale
Advertising campaign: DIVING BOARD
: Dc Chen (Occupy Advertising)
Creative Director: Jin Yang (Leo Burnett Taiwan)
Executive Creative Director: Dino Jalandoni (Leo Burnett Taiwan)
: Ian Tsai (Occupy Advertising)
Associate Planning Director: Rene Lee (OMD)
Assistant Buying Manager: Kabi Wu (OMD)
Account Manager: Cindy Lin (Leo Burnett Taiwan)
Chief Executive Officer: Ellie Huang (OMD)
Managing Partner: Jennifer Jan (Leo Burnett Taiwan)
Associate Creative Directer/Art Director: Kyle Chiu (Leo Burnett Taiwan)
Account Executive: Liz Cheng (Leo Burnett Taiwan)
Planning General Manager: Maggie Tang (OMD)
: Alex Wu (Occupy Advertising)
Copywriter: Ed Hseih (Leo Burnett Taiwan)
Buying Director: Rex Kuo (OMD)

Effectiveness
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 on 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.

Execution
Due to the uniqueness of creative presentation, site location is the key factor for campaign success. We have 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, our 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. We have called for numerous meetings to discuss the strategy, media plan and production and finally helped reach the consensus and implemented the campaign on schedule.

Strategy
Objectives:In celebration of the 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 have 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.