McDonald's sponsored the Virgin Radio Breakfast Show and also had an online presence with banners and e-mail promotions linking to Virgin's subscriber base. Almost 5,000 vouchers for breakfast food were downloaded.
McDonald's also used Metro every Friday on the sports page to target young men, and TV in the evenings when male viewing is at its peak.
Despite price increases, year-on-year sales of McDonald's breakfast food have increased by more than 15 per cent since the campaign launched.
WINNER
TITLE: McDonald's Breakfast
MEDIA AGENCY: Starcom Motive
MEDIA DIRECTOR: Stewart Easterbrook
ACCOUNT DIRECTOR: Kylie Sweeney
CREATIVE AGENCY: Leo Burnett
CREATIVE DIRECTOR: Nick Bell
ACCOUNT DIRECTOR: Ryan Jamboretz
ACCOUNT PLANNER: Becky Barry
CLIENT: McDonald's
MARKETING DIRECTOR: Matthew Howe
MEDIA/BRAND MANAGER: Tom Shelston
