CREATIVE SELECTION: DDB claims an IPO first

DDB Hong Kong's "G'Morning Boss" campaign helped the public listing of the MTR Corporation smash all existing records for IPOs in the territory. Running for a period of 20 days, the campaign generated subscription from more than 600,000 prospective shareholders, representing an increase of some 40 per cent over the result of the second-most successful IPO on record, according to DDB. DDB Greater China Aaron Lau said, "We knew that we had to develop a campaign idea that not only cut through the clutter, given the short campaign period, but we also needed an idea that can generate excitement above and beyond what was generally regarded as a 'conservative stock'."

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