In order to spread 'It's Jin' (It's true/It's Gold) as popular jargon in Taiwan (Chinese Taipei), the media team suggested utilising mixed media with tailor-made media creative on each media type to reach our target consumer in a non-commercialised and more creative way. We helped negotiate the tie-in sponsor with the hottest topics and talk of the town, e.g. live Lottery number draw, major news topics and MRT in-train signage.