Based on the ad message of "sending betrothal presents - Manchester United", developed on Chinese wedding tradition of "presents to brides's family", we negotiated with the vendors for the very first time to hang 3D red lanterns at the billboards' tops and install a moving load of Chinese bridal cakes. These 3D big media ideas plug big billboards and mega bus panels connoted a big happy soccer event, and more importantly, created impact.

Telephone calls making enquiries of Manchester United Cup to ING's customer service centre rocketed by 300% in terms of average no. of daily calls. High awarenss was generated. Over 90% of the customers recalled and easily identified the campaign when the agents chatted with them.