Office ladies in Hong Kong are materialistic, cynical, picky and hard to please. Being bombarded with similar advertising everyday makes them immune to traditional commercials. Thus, we would like to explore an innovative medium to reach them.

On average, an office lady answers phone calls more than 80 times per day. Obviously, the office phone is a perfect medium to reach them. We commissioned an office cleaning supplier, putting green tea scented phone papers under the phone's receiver. These papers were not only pleasantly refreshing in themselves, but also acted as discount coupons for buying the new flavour.

The promotion was remarkably successful. For less than $1 per paper, we reached 28990 targetted consumers precisely in a fresh and enticing way. Over 10000 cups were redeemed in just 1 week. Many shops actually sold out during this period.