Ray Wong/Optimum Media Direction/General ManagerShirley Kwan/Optimum Media Direction/Associate DirectorRaymond Leung/Optimum Media Direction/Group Head For this specific project, the objective is to reinforce the brand platform of “Good Man”, maximizing the impact with limited budget. The given budget was not enough to create an outdoor campaign with sufficient weight. Thus, we focus our budget on two strategic locations in Hong Kong with high traffic and high visibility and used it in the most impactful way --- a life-sized child mannequin with a sound device to simulate crying sounds was placed on top of the bus shelter to create the illusion that a real child was trapped there. By closely collaborating with the creative team, the media team has made outstanding recommendations on the outdoor locations in order to achieve maximum impact. The media team has also done a great job in facilitating approval of the concept by related parties. Within a budget constraint, we are able to turn a small outdoor campaign into tremendous PR campaign. Headline news on the front page of the No.1 & No 3 best selling newspapers and a main report in the No.2 newspaper and other titles are recorded. The total readership of these titles reaches 3,951,000 (source: 2001 AC Nielsen Hong Kong Media Index), which accounts for over 50 % of the total Hong Kong population.

Be able to create interaction with public with a static traditional medium.More than ten times the commercial value for the client. The total commercial value (in print ad format) of these newspaper coverage was over HK$1,000,000 while the campaign spending was only HK$100,000 including both media and production.

By closely collaborating with the creative team, the media team has made outstanding recommendations on the outdoor locations in order to achieve maximum impact. The media team has also done a great job in facilitating approval of the concept by related parties.