The busiest subway station has daily traffic of 775,000 people. As they entered the chosen platform or arrived by train, the impact on commuters of a green and fresh environment instead of the usual grey and drab was dramatic. Our product signage was elegant and clear, leading people to realise that investment in “green” is a good idea. The “surprise value” spread by word-of-mouth and significant press/PR coverage further drove the message.

Immediate enquiries were beyond expectations and in the first three months the fund hit 100% of annual target sales. “Given such a new concept, this is an extremely encouraging result. We didn’t expect to meet targets this soon”: Swing Chan, Manager - Marketing Communications, AIA Pension and Trustee Co Ltd.