Online banner ads were strategically placed on sites where the most annoying banner ads were likely to appear. These banner ads encouraged new potential readers to replace every annoying banner ad on all their favourite sites with up-to-date highlights on what’s happening in the city.

Once clicked and downloaded, every banner ad on every site that our users go to would then be instantly replaced with up-to-date Time Out content -- effectively turning every banner ad into a branded medium for Time Out. This had never been done before.

Over 1 million annoying banner ads were swapped in the first month alone.

That’s 1 million banners voluntarily replaced with branded Time Out content.

Clickthroughs to timeout.com.hk increased by 370%.

Even hardcopy sales increased by 28%.

But the best result of all -- no more annoying banner ads. You’re welcome!