Breakthrough into consumers' daily routines:• 22 Buses on the move 24 hours a day.• Turned pillars of MTR station platform into giant McDonald’s coffee cup.• A huge billboard in Causeway Bay took the message to crowds.Supplemented with a heavy TVC campaign, creative prints ads and interactive online campaign to ensure maximum awareness.Tasting is believing: A massive guerilla sampling campaign to reach coffee drinkers.• Turned a vacant shop on the busiest junction in Causeway bay into a Sampling Corner to distribute free fresh grind Arabian coffee served up by baristas.• Turned 2 key bus shelters into vending machines to distribute special coffee cups which could be taken to any McDonald’s to be filled with free McCafe.• 2 mobile trucks turned Sampling Counters travelled the length and breadth of HK to give away free trials of McCafe to customers without even entering McDonald’s.

• Our campaign generated 60% awareness of McDonalds premium coffee offering.• Over 1m cups of McCafe Roast Coffee were given away in a country where 2.2m consumers regularly purchase coffee.• Close to $3m HKD PR coverage was generated.

• Most importantly our campaign delivered solid business results; a 16% share of sale increase at breakfast.