Competition between leading banks in China has been getting hot since the market was opened to international banks. Bank of China’s foreign currency investment product targets high-level/high-income consumers; however, their budget is limited due to increasingly expensive media space in China.

The safe box found in a typical business hotel room is an innovative media that is both effective and targeted precisely at the right audience. When the guest opens the safe box, he will be immediately surprised by a pile of money which multiplies before his eyes due to mirrors installed on the inside walls of the box. The striking visual effect of this ad, combined with the headline “Make big profits with a small capital”, communicates loud and clear that Bank of China’s foreign currency investment product is the best investment option in the market.

The amount of calls for business consultations increased considerably and the number of sales rose by 34.2% during the 6 month period after this ad was launched.