Hanging 50 storeys and covering an area of more than 20,000 square metres on the north and east sides of the 88-floor Two IFC, the idea was conceived by Mediaedge:cia Hong Kong managing director Charles Brian Boys.
FT Asia commercial director, Su-Mei Thompson said: "It promotes the launch of the new edition by associating the newspaper with the kind of impactful marketing campaigns we can come up for ourselves and our clients."
Doremus was responsible for developing the ad, which displays FT's front page overlapping other main sections. Its creative director Vijayan Ganesh said: "This ad fits with FT's other advertising - print and television - because the message is that the newspaper covers the important news of the day."
The installation process involved 18 professional climbers scaling the building spiderman-style. Project management was handled by BrandWrap, which specialises in covering buildings with advertising signage. Thompson said: "This is a unique opportunity which cannot be replicated later because the building is still new with relatively few tenants."
