The Challenge: To maximize HYX's brand awareness with a low budget.The Solution: Working alongside Race of Champion (ROC) we conducted the Making Schumacher Become Your Driver campaign in the Beijing National Stadium.

The media announced the news: "You can bid for the opportunity to sit beside the king of Formula 1, Michael Schumacher".Afterwards “who can make Schumacher become their personal driver?” became the hottest topic. A mystery buyer, number 003, successfully won by bidding $33,770 to get the chance to sit next to Schumacher in his car. This buyer represented HYX. During the ROC, China National TV (CCTV) broadcasted the race with HYX's CEO sitting next to Schumacher, which became the main topic on the web.

The Results: Over $800,000 worth of free worldwide media coverage (by a bidding of $33,700). The ROI is 2300%. An audience of 86,550 in the stadium and millions of TV viewers. 12% of people actually thought that HYX was ROC's sponsor.

HYX's sales increased by more than 8% compared to the previous year.

Teaser Phase: On the 10th October 2009, the media announced ''you can bid for the opportunity to sit beside the king of Formula 1, Michael Schumacher'', followed by ''who can make Schumacher become their personal driver?'' This became a hot topic on the web. A mystery buyer, number 003, successfully won by bidding US$ 33,770 to get the chance to sit next to Schumacher in his car. This buyer represented HYX.

The Climax Phase: The Bird Nest attracted an audience of over 80,000 and the attention of worldwide media. China National Television Station broadcasted the race with HYX's CEO, sitting next to Schumacher. The total length of the broadcast was 10 minutes 21 seconds. After the competition, the CEO was also interviewed by CCTV. The host of CCTV said:"Between Schumacher and HYX's CEO, I have no idea whose personal wealth is higher".

This unintentional joke generated another wave of publicity on the online forums.

Some people stated:"Schumacher didn't win this competition but the final victory belonged to HYX".

Over $800,000 worth of media coverage was generated with a bidding of $33,700. The ROI is 2300%. An audience of 86,550 in the stadium and millions of TV viewers. There were over 8,000 news results on Yahoo and Google regarding HYX and it became a hot topic. 12% of our target audience actually thought that HYX was ROC's sponsor. In that month, HYX's sales increased more than 8% compared to the previous year, despite the challenging of economic conditions. It is normally the celebrities under the media's spotlight but the person sitting next to the superstar became the focus this time.