To launch this campaign in a surprising, memorable way, we literally surprised our consumers by getting local celebrities to deliver a once in a lifetime moment to their homes simply by dialing 2338 2338. We broadcast the star deliveries as they happened each week on TVB.

The campaign got plenty of free coverage online, on TV and in magazines. 81% awareness of the TV programmeMore than 2m monthly unique visitors to the McDonald's site (7.8 x normal)More than 133,700 views on tvb.com and YouTubeMcDelivery sales boomed- Sales up by 104.2%,- Transactions up by 106.8%