To distinguish McDonald's as a youthful, global brand, and to enhance the creative (based around a large yellow phone number),each media solution was tailored for impact, surprise and uniqueness. For example: Internet floating banners showed a man in the editorial section reaching across to the AloServis advert to place an order. Postcards in bars had peel-off stickers encouraging people to keep the number. SMSs were sent just before lunchtime, as if from a friend, suggesting meeting at McDonald's.

The budget could have bought two weeks of TV. Instead we created a sustainable campaign that grew “AloServis” revenues 117% with value-per-order twice the in-restaurant equivalent.And rather than cannibalising, analysis showed ‘AloServis’ also helped grow in-restaurant sales.‘AloServis’ has exceeded all expectations to become an important contributor to the client’s business performance.