McDonald’s is the leading fast food brand in Taiwan. When people hear of beef, pork, fish or chicken burgers, their top of mind is undoubtedly McDonald’s. In Autumn 2017, McDonald’s launched a new seasonal, limited product, a shrimp burger, for only one month. However, its fiercest competitors had dominated shrimp burger products for years and, by trawling the local market, were far more heavily entrenched. Thus, our challenge would be to elevate product awareness, stimulate people’s curiosity and pique desire to taste it within the short promotional period.

Cultivating our Big Idea with the most iconic “shia” influencers, we implemented our campaign called “Shia is Everywhere” to swell the image of a burger teeming with “Shia” (shrimp).

A. Shia (silly) Content- Our story had a “shia” plot. It precisely pinpoints common occurrences in Taiwanese workplace culture, called “spoiled boss or client”.

B. Shia Songs - We adapted a famous, catchy English song - “Shalala La La”, and processed it into a delectable Mandarin version called “Shia (Shrimp) Lala Lala”, thereby hooking the audience when they heard it.

C. Shia (shrimp) Background - The video screens displayed shrimp plastered on the background while the influencers sang “Shia Lala Lala” to reinforce the impression of a succulent shrimp burger.

D. Shia (funny) Interactive Question - TGOP interacted with their ravenous fans by asking “How many Shia are in the video?” to entice fans to repeatedly watch and discuss the video.