2012 Winners & Shortlists

Results and Effectiveness

McDonald's UAE team were pleased with the execution and decided to implement it for a full year. Store sales hit more than 12% for breakfast during the launch period.

Creative Execution

McDonald's converted the entire puzzle page into a platform for McDonald's breakfast. McDonald's took complete ownership of the puzzle page with popular elements like sudokus, crosswords, and celeb trivia to interact with. Readers' interest in puzzle page spend anywhere between 5 to 15 minutes on solving these puzzles. This gives participants more time to register the McDonald's breakfast message than any other conventional form of communication. McDonald's also ensured that the page right next to the McDonald's page was the feedback page which is the most popular section in 7Days. Also supported by various other activities.

Insights, Strategy and the Idea

*Launched a new day part for McDonald's called McDonald's Breakfast in UAE. Achieved a 10% share for breakfast among all day parts (same store sales) across all stores that offer breakfast. *Specifically targets working people in the new Dubai area *7Days enjoys one of the highest readership in the new Dubai area and the puzzle page is popular in offices, among commuters, during coffee breaks, etc.