After it was determined that the most efficient approach was to hit the target during commuting hours, a 6,000 watt bulb was used to project a 150 square-foot ad on the east and west exteriors of the CME building from 4:00 to 8:00, AM and PM. The location of the building is right in the heart of foot traffic – between the commuter train stations and the Loop – making an excellent place to reach millions of people each day.

Along with reaching 4.5 million people in Times Square each day, the wrap location made a huge impression on the investment community. The 'W' hotel is located across from the NASDAQ and Morgan Stanley offices adding even more value to the already high-profile location. CME management also expressed how the wrap made a favourable impression on key potential investors based in New York. Their subsequent meetings were a big success.