2007 GOLD MCDONALD'S, CHICAGOLAND AND NORTHWEST INDIANA
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2007 GOLD BREAKFAST FOODS
UNITED STATES
McDonald's, Chicagoland and Northwest Indiana 1-888-GoMcWakeup
John Condon, CCO Mark Tuttsel, Deputy CCO - U.S. John Montgomery, EVP/ ECD John Hansa, SVP/CD Tony Katalinic, Creative Dir. Keith Hughes, VP/Creative Dir. Bridget McHugh, Producer Jennifer Kalseim, Account Executive David Brot, VP/AD Camille Beaufils, Account Executive Greg Jones, Account Dir. Vanessa Carr, AAE Denis Giroux, VP/ Executive Producer
OMD
Virginia Sara, Mgr. Database Mktg. Sejal Shah, Senior Database Analyst
Arc Worldwide
Lapiz
SUMMARY
1-888-GoMcWakeup is a free, hotel-style wake up call service which allows Chicagoland consumers to be awakened for a delicious breakfast at McDonald's by their favorite local celebrities. Upon calling the number consumers are greeted with the current McDonald's breakfast offering, then invited to choose from a list of Chicago celebrities to receive their free wake up call from the next morning. As of September, call volume exceeded projections by 7.6 times. Chicagoland McDonald's has also experienced the strongest sales growth in over 5 years at +8%, surpassing national sales growth.