This execution is an unprecedented format in Taiwan. To embody the advertised message into the real headline news content was a tough challenge. The negotiation process was long and hard to convince newspaper's chief editor of "their unsatisfied readers" We succeeded in arousing emotional impact on readers in the least expected situation. It reminded readers that they deserve a "complete" platinum card privilege just as they deserve a "complete" headline news.

On the launch day, the consumer hotline was fully occupied all day with consumer enquiries about the product. The advertising awareness was increased by 10% one month after launch. The score of people "using more VISA platinum cards" had grew up to 63% from 53%.