Live on-air talent read out a challenge for consumers to kickstart their day. Here’s an example:“A man walks into a bar and asks for a drink. The bartender pulls out a gun and points it at him. The man says, ‘Thank you,’ and walks out. Why?”Answer: The man had hiccups. Every morning, we got listeners thinking in new ways, echoing the Lenovo positioning and prompted them to go to our website for more.

An amazing 40,000 people visited the Lenovo New Thinking website as a direct result of this radio campaign. Revenue from the campaign peaked at over US$620,000 for a media outlay of US$66,000. That’s a US$9 return for every advertising dollar spent.