In the morning people usually set their alarm clocks to on the hour or half past. A lot of them choose radio stations instead of regular alarm clock tones to wake them up. That is why we broadcast our radio spots at 7:00. 7:30 and 8:00 o’clock sharp, postponing the news that is always broadcast at these hours. We had paid attention to detail. We had even set the jingle starting the commercial break to play a few seconds before the full hour and half past the hour. This way when the radio alarm clocks went off people could hear a commercial that sounded like an alarm. Each commercial consisted of words describing products and services available in the morning at McDonald’s; reinforcing the idea that nothing wakes you up like Breakfast at McDonald’s.

We proved that the radio broadcast is no longer an archaic media channel with rusty lineup. We wanted to break out radio routine and to surprised listeners with McDonald’s breakfast commercial. All we needed were simple idea and big amount of human endeavor. We did what from a very basic premise Media Agencies do – we discovered new way of radio usage. But it was worth it. It turned out that commercial was in line with target lifestyle. „Alarm clocks“ improved variety perception of breakfast at McDonald’s and turn the listeners into good mood from the early morning.