We “woke up” thousands of people by flooding busy roads with the aroma of freshly brewed coffee through scented outdoor advertisements. We then turned outdoor displays into vending machines for free McDonald’s coffee vouchers that accepted smiles as the only currency. Advertisements were placed near McDonald’s locations to drive restaurant traffic directly following voucher distribution.

McDonald's campaign reached a new historic record of mentions, being by far the most recalled brand in outdoor media during the campaign.

(Spontaneous recall: Within Top 10 of last mobile year, IMOP 'Top of mind')

But, above all, we were able to increase sales during morning hours by 49% and restaurant visits by 50%.