The Client
The Financial Times is one of the world’s leading business news and information organizations, recognized for their authority, integrity and accuracy. With the launch of their Asian edition, they needed to make use of impactful advertising to build brand awareness in this competitive market.
The Campaign
Mischief Media was commissioned to install a massive banner which would be installed across the North and Eastern facades of the 88-storey Two IFC Tower in Hong Kong. The ambitious project called for over 20 000 m2 of printed mesh fabric weighing almost nine tons, to be installed at a height of 400m. More than 9 kilometers of rope was used to install the 91 strips that constitute the entire graphic. Overall, the set up and installation phase was completed safely, with a time frame of just over two weeks.
The Result
An outsourced survey revealed that the erection of Hong Kong’s largest outdoor advertising sign had generated approximately US$6 million worth of free PR coverage. Financial Times currently own the majority market share of the business publications market in Asia.
