Radio Voice of West Lake tissues are designed to be used in the car. A promotional gift set included colourful printed tissues and an acrylic hanging case. When drivers hang the car case inside their vehicle, they would be reminded to listen to the radio station. They can also read information about the radio station from the tissue. By scanning the QR codes printed on the tissue, they can interact with DJs, listen to audio, play games and share with friends. Listeners are attracted as they can win prizes when they listen in or share on social media.

Within a week from campaign launch, more than 16,000 packs of specially designed Radio Voice of West Lake radio station’s promotional tissues were given out to drivers at petrol kiosks. The news was spread online by fans on social media over 35,000 times. Drivers also participated in online games and lucky draw to win prizes. The client only paid 10,000 yuan for the campaign but through social media sharing and activities, brand awareness was created and strengthened. Thus, listenership increased to 32% and the client’s benefit was more than twice the cost of their initial investment.