McDonald’s Australia was suffering some of their worst sales in a decade. Especially when it came to lunch, when they weren’t even a consideration. But we knew if people sampled our new lunch menu there was a chance they’d fall in love with McDonald’s again.

Since people weren’t coming to McDonald’s for lunch, we took samples of our new lunch products to them using a large-scale ambient activation.

The lunchbox traveled to Australia’s most popular lunch spots in Sydney, Melbourne, Adelaide, Perth and the Gold Coast. But this was no ordinary lunchbox, when opened; it revealed a fully functioning McDonald’s serving over 1,000 samples an hour.

Because traditional media alone was failing to make an impact on our target market, earned media and user generated content helped spread our message across the country.

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