Out of the various kinds of media vehicles employed for the 2008 Standard Chartered Marathon, the most special execution was the ‘Inflammable signage’ on the Eastern Corridor which was the new route for the 10km game this year. It successfully created impact and generated lots of publicity because: 1. The location is the most prominent; an eye-catching spot on the roof-top of a pier without any other similar billboards around the area.2. Ad message is simple and straight-forward with just a few words, i.e. ‘10 KM MARATHON ROUTE’ on one side and ‘3 KM TO GO’ on the opposite side. 3. It has aroused people’s curiosity, created a talking point in town and also turned the Eastern Corridor into a racing track a month before the Event. 4. It became a ‘cheering vehicle’ which added excitement on the Marathon Day with thousands of runners passing through and even taking photos.

The 2008 Marathon has broken all records in past 11 years with more than 49,000 runners. The event also helped to improve overall bank image among the mass public, especially on the scoring of attributes on ‘Commitment to Hong Kong’ as according to tracking report done by research house.