Creative executed “What” illustrating the most relevant situation to “Who” (in elevator of super market/in the train). Media supported the creative; - By utilising TV, which illustrated “Context” as the relevant situation (elevator in super market), while maximizing target reach.

- By utilising Transit/in-store media, which tried to communicate "What" in actual“Context".

After 3-month campaign, Volume share increased by 4.3%, which led to No.1 Brand exceeding historical No.1 competitive brand.