Results and Effectiveness

McDonald’s successfully infused morning JOY with our egg-hilarating National Breakfast Day! Singapore’s first ever National Breakfast Day was a roaring success with >100,000 Egg McMuffins given away islandwide before 11am. McDonald’s has seen more happy customers walking out of our stores on weekday mornings and it’s evident from our stellar business results 1. 10% incremental share within Quick Service Restaurant 2. Whopping 50% incremental guest count YOY 3. 30% incremental sales YOY Our weekday traffic has sustained 5-10% growth since National Breakfast Day.

Creative Execution

We intrigued, invited, fed and enabled them to spread the Egg-citing experience with their friends. Our strategy was surprise them with bite sized joy as close to the moment of truth (breakfast choice). It was about proximity timing and influencing; swaying their breakfast destination back to McDonald’s, especially in the prime 6 – 10am. • Surprise and greet with our egg-triguing National Breakfast Day invitations near their usual breakfast haunts on digital OOH posters and egg ambassadors • Brightening their mornings with Egg McMuffin social trivia that can be breakfast conversational starters. • Invited them to our event with mobile calendar invites and Facebook RSVP event posting Breakfast joy was upsized on 18 March 2013 with nationwide announcement from 4am with commuter paper coverwrap, national digital news buy out, social media and ambush of transit hub, CBD OOH posters as they made their way to our event.

Insights, Strategy and the Idea

McDonald’s breakfast is a favourite amongst Singaporeans but we’re known as a treat for weekends. How can we make McDonald’s a favourite during weekdays too? Insight: Singaporeans love their breakfast but the monotony and pace of the modern working day caused them to devalue the most important meal of the day. We needed people re-consider and re-evaluate what breakfast can offer. We had to stop them in their weekday morning tracks and start a conversation about a new breakfast spirit. Communication idea: Egg-cite your (weekday) mornings with McDonald’s National Breakfast Day! National Breakfast Day on Monday, 18 March 2013 invited Singapore to participate in McDonald’s 100,000 Egg McMuffin giveaways. We wanted them to start their day right with their favourite breakfast, fueling them to get up and go. This marks our commitment to change Singaporean’s habitual bland weekday breakfast experience to one of McDonald’s ‘Great start, great taste’.