To tell nocturnal Filipinos that McDonald’s now stays up late with them, insomnia ads were created. This particular commercial, made specifically for McDonald’s 24-hour delivery service, utilized TV stations’ sign off time.TV stations were convinced to loop this animated spot after they’ve ended their broadcast day. Late night channel surfers saw this looped ad instead of usual static station IDs or color bars.

At the fraction of the cost of placing ads on primetime, this simple media innovation increased deliveries in the wee hours by 31%. It also contributed to a boost in total late-night transactions at McDonald’s stores at an average of 122%.