The five domedceilings of Beijing's central station were decorated with artistic ad banners of China's leading dairy products manufacturer Mengniu. The total space of the five roofs is about 1,500 s qm. In addition to the colossal ad space, a master plan was developed to promote direct customer contact. On September 28th 2007, the roof tops were ceremoniously unveiled in the presence of dignitaries and officials from businessess and local politics. Using adhesive foils produced using a special technique for which the motif had to be first computed from a 2D image to blend into the concave dome and then mounted on the hall ceilings, Business Media China created a new dimension in modern outdoor ad communication. Each roof represents one of the five continents symbolized through their typical architecture (modern and historical), typical figures and animals. These roofs show not only the different characteristics of the world's cultures, but also emphasize the central theme of Mengniu "We are a family".

Inside the waiting rooms the Mengniu brand is omnipresent on trolleys and coffee cups whenever beverages are served and the customers call for the "Mengnui Service" with a bell. The result: advertising is a matter of fact along with the personal service to the customer. The Mengniu project is, therefore, much more than an ad campaign; it is a marketing event that has drawn the attention of other media such as many popular magazines and newspapers. In January 2008 the project won a FIRST PLACE MOBIUS AWARD in the category outdoor advertising.

Media multiplier

After the opening event and the start of the campaign there was a total number of 42 reports.
Total number of characters by various media: 59,275 characters