McDonald's global 'I'm lovin' it' blitz gave Taiwanese viewers plenty to chew on, with the local version for its lemon chicken fillet promotion zooming to the top of the October Adwatch chart.
The DDB-produced campaign, featuring Taiwan pop star Leehom Wang, achieved 90 per cent recall of the total audience surveyed. Recall rates peaked at 94 per cent in the 15 to 24 age segment.
The product spot produced under the brand's 'I'm lovin' it' campaign and rolled out a few weeks after the official global launch in Germany, targets " hip-hop" teenagers who are instrumental in ensuring McDonald's retains its young and life-loving image. The promotion also marked McDonald's biggest marketing investment in Taiwan in 20 years.
According to McDonald's Taiwan marketing communication manager Viya Chen, the TV spot itself along with the hip-hop Chinese-version theme song by Leehom had been created to do more than sell burgers. Chen is counting on the investment to further consolidate McDonald's credentials in the youth market.
McDonald's also used the TV blitz to launch a range of marketing activities, which include extensive modification of McDonald's staff uniform, service, and even spoke person "Mr McDonald's" in Taiwan.
In addition to being the brand's spokesperson, 'Mr McDonald's' has also been dubbed CHO - short for Chief Happiness Officer to - to underline the brand's positioning as a source of health and happiness in life.
Meanwhile, the same spot was also ranked in the top three in an advertisement popularity report compiled by a local newspaper, Commercial Times, in October.
SKII, Vidal Sasoon, Hinet ADSL and Sanyo Whisbih performed strongly in the October recall survey.