The client's brief was to drive awareness of The Economist in an engaging, thought-provoking and intelligent manner. This should be achieved in an orignal, low cost, PR inducive manner and it should fight through the clutter of a heavily advertised (The HK Rugby 7's) event. The marketing objectives were to target the release of the ABRS survey results to media planners and to over 500 attendees of a business lunch preceeding the Hong Kong Rugby 7's.