Concept: What would be the best place to communicate the phone number (1300-13-1300) of McDonald's delivery service aside from TV, print, radio and house-drops? The mobile phone, of course. We delivered a Multimedia Message (MMS) to people using MMS-enabled phones spoofing the Nokia phones' opening sequence of two hands coming together. Except in this case, one of the hands is seen holding and delivering a burger.

The home delivery center experienced 30% increase in calls within the 3 hours of the first MMS blast. The subsequent MMS blast to different demographic locations was equally successful. The home delivery center also picked up 20% new users into the database. We are currently monitoring and drawing repeat purchase.