Fast food brands battled it out for their share of Taiwan viewers' attention, with McDonald's emerging victorious, scooping the top spot with 88 per cent recall.
The Leo Burnett-created campaign features popular singer Rainie Yang and plays on the double meaning of the word 'hot' as either spicy or physically attractive. In the ad, Yang enjoys a McDonald's Spicy Chicken Filet burger while striking spontaneous 'hot' poses in a photo express booth. "The word play aptly links the unique selling point of the product with the 'hotness' of Rainie — this in turn resulted in a powerful ad that connects positively with the target audience," said Cindy Lin, group account director, Burnett Taiwan.
The Leo Burnett-created campaign features popular singer Rainie Yang and plays on the double meaning of the word 'hot' as either spicy or physically attractive. In the ad, Yang enjoys a McDonald's Spicy Chicken Filet burger while striking spontaneous 'hot' poses in a photo express booth. "The word play aptly links the unique selling point of the product with the 'hotness' of Rainie — this in turn resulted in a powerful ad that connects positively with the target audience," said Cindy Lin, group account director, Burnett Taiwan.
KFC landed ninth place with a recall rate of 74 per cent. As part of an ongoing initiative to expand its menu, KFC has launched a new black pepper pork burger and focused its campaign around the fact that the meat used in the burgers isn't beaten in order to make it appear larger. In another play on words, the Batey Red Cell-developed spot uses a political reference to the Taiwanese president Chen Shui-bian's nickname, Da-Bian, which also means 'to beat' in Mandarin.
"It is a common practice in Taiwan for the food suppliers to beat the pork chop in order to make the meat look bigger," explained Ann Yang, Batey Red Cell's CEO, adding that the double meaning of da-bian as both beating and 'against President Da-Bian' was timely, as the political leader's popularity is presently declining in Taiwan.
Newcomers to the chart include DIY superstore B&Q in seventh place and Circle K convenience store in 16th.
