This idea hijacks the subway posters of other advertisers and turns them into Zhonghua toothpaste posters WITHOUT PAYING for the space.Inside the train, Zhonghua toothpaste branding is strategically placed on the windows so that, when the train stops at the station, the tube is positioned over the posters outside on the platform wall.The result is that the credit for the models beautiful white teeth is attributed to Zhonghua White Now toothpaste.

In the following quarter of the campaign, sales were up 8.3% in Shanghai, compared to other cities where the campaign wasn't running.