How do we make 20,000 half-drunk clubbers embrace Asia's largest telco at Asia's largest dance party. We introduced the small but powerful red lightstick into the hands of our target audience. Come to where the bright lights are. 15,000 lightsticks were hand-tied (thank God for interns) & laid out meticulously over 8 km from the client's headquarters to the party grounds, creating possibly the world's longest lightstick chain.

Results: All event tickets sold out within 2 weeks of campaign break. A 47% increase in sign-ups for mobile phone plans. An estimated $160,000 in earned media. 100% of all local press about the event featured a red lightstick. A stampede.