SINGAPORE – After its popular demand in 2014, McDonald’s Singapore brought back the All-Day Breakfast. It was available for the long weekend of 1st to 4th January, 2015. To promote the breakfast offering, McDonald’s and its creative partner, DDB Group Singapore introduced the world’s first All-Day Sunrise.
As part of the campaign, DDB Shot and live-streamed the New Year’s first sunrises as they happened in some of the most iconic cities around the globe, including Paris, London, Moscow, Istanbul, Dubai and Mumbai. The sunrises were live-streamed to www.getupandgo.sg. The initiative started with the world’s first city to experience a sunrise in the New Year — Gisborne, New Zealand; and moves west along the day to showcase different cities.
“We’re really excited to launch the All-Day Breakfast with the All-Day Sunrise. Instead of just saying that McDonald’s is a great place to have breakfast, we want to demonstrate it to our consumers by offering them a visual spectacle that binds mornings and McDonald’s breakfast together”, said Yvonne Low, Senior Director for Marketing of McDonald’s Singapore.
“The All-Day Sunrise isn’t just a great way to introduce the All-Day Breakfast, but we were also drawn to the challenge of showcasing these sunrises in real time. We’ve mobilised the resources of our global network to make the live-streams possible,” added Joji Jacob, Group Executive Creative Director of DDB Group Singapore.
The live-streams of all the sunrises along with information about the All-Day Breakfast were posted at getupandgo.sg.
