TV and billboards were employed to build rapid awareness.Radio as a frequency driver was used to hype the number during meal-consideration (prior to lunch and dinner) period. To further create impact and to announce the new “NEWS”, 1.7 million leaflets were distributed in newspapers as a reminder and for easy reference. Giant LCD screens placed at strategic locations were used to capture white collar workers who are always seeking convenience.

Customers' response has been phenomenal. Sales grew from 3.3% to 6.9% in only 1 month (almost achieved the 12 months' target). When the loose inserts were first distributed, 6,853 calls were received (+82%). Awareness score also recorded as high as 75%.