GOODNIGHT, SEE YOU FOR BREAKFAST

McDonald's - Goodnight, See You for Breakfast (Case Study) | Campaign In Taiwan, McDonald’s serves breakfast from 5:00 to 10:30 AM. People love it, but they just can’t wake up in time. Taiwan has the world’s 2nd highest rate of late-sleepers—70% of Taiwanese stay up past midnight. Since going to bed late was the root of the problem, we flipped the script on the usual breakfast sales strategy: Instead of rousing people first thing in the morning, we sought to help them “go to sleep early.” In 1979, “The Goodnight Song” by Mandopop superstar Fei Yu-ching was a massive hit all over Taiwan. It became a store-closing song, army lights-out music, and even a final TV sign-off. In Taiwanese people’s memories, Fei Yu-ching’s voice signifies, “It’s time for bed.” It possesses a strong sense of ritual and suggestive power. We brought back the original voice of the now-retired singer and gave it a makeover, using sleep science. Fei Yu-ching is back! To remind everyone to get to bed early, we saturated social media with the “McDonald’s Goodnight Song” at the set time of 9:00 PM every evening. The music video achieved 10.6 million views, the highest number in Taiwan, and 67,220 fans shared their own renditions. The now-retired star Fei Yu-ching had a comeback, and his legendary hit became more legendary still. Going to bed early became a trend, leading to 323% growth in guest counts at McDonald’s, a 139% trial rate (a new high for the past decade), and over 40 media reports in Taiwan and abroad. In McDonald’s ad post tracking report, 28% more people than average said the ad “makes me think of McDonald’s when I crave breakfast.” What’s more, 95% more young consumers than average said McDonald’s “feels new and different” And now? More people than ever savour the deliciousness of a McDonald’s breakfast. Credits: - Client: McDonald's - Creative Agency: Ogilvy Taipei - Advertising Agency: Ogilvy & Mather - Holding Company: WPP - Production Company: Blue Moon Films - School: Sleep Lab, Department of Psychology,Ｎational Chengchi Universiry