CAMPAIGN MEDIA AWARDS: The News Group Newspapers Award - Best Retail and Home Shopping Campaign - McDonald's

Starcom Motive wanted to establish McDonald's breakfast as part of the regular breakfast routine to raise awareness and sales of the fast food chain's breakfast menu.

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