Inside the campaign period, a bed was located at Admiralty station concourse area from 7am-10am, which is the core breakfast time period. A real model, dressed in OL suit slept on the bed with a duvet for 3 hours a day. Also, a special breakfast message had been printed on the bedsheet to draw people's attention and awareness that "My day starts at McDonald's. Does yours?"

The overall sales of breakfast has improved by 5% and the unaided brand awareness performance was also up by 3%, according to client's market tracking study. Also, this execution won MTR's Best Of the Best Award 2004 - Best Tactical Campaign Gold Award.