The insight is really in the product itself: Time Out Shanghai digs deeper into the city to find hidden gems that might not otherwise be discovered.

To demonstrate this, we created the Stolen Phone Tour. We purposely “lost” Time Out Shanghai’s cell phone, and placed it on a random street in Shanghai, available for any passerby to pick up. Once someone did, they received a text: “Get in the London cab that just pulled up.”

The project was the most buzz-generating effort in the brand’s history, based on PR and social media engagement.