Creation of Chrissie Chau is a model of marketing excellence

If the recently established CreateHK has some sort of award for outstanding creative business in town, those behind the creation of so-called pseudo-model Chrissie Chau should be among the finalists. Don't get us wrong. We are not advocating the selling of sexual fantasies, but you can't help admiring the creativity, planning and calculation of the team that shaped Chau, who couldn't make it to the runway, into a sex bomb conquering the hearts of boys aged 13 to 83.

Obviously, the team worked out the bottom line of the Obscene Articles Tribunal before launching a series of campaigns to provoke debate in society over pseudo-models to boost publicity. First, there was the TV advert for a body slimming centre in which she stripped in broad daylight in the busy Central district. Then there were the MTR ads, which middle-aged men often had themselves photographed with. The hype escalated to a new level with the launch at the recent Hong Kong Book Fair of the racy photograph album, Kissy Chrissie. It features Chau wearing next to nothing, posing with her legs spread wide and toothpaste foam dripping all over her chest - which drew a crazy amount of criticism (as well as publicity).

But these artistic creations merely paved the way to the real money. At last weekend's Ani-Com and Games Fair, Chau's team put on sale life-size cushions featuring Chau, again wearing the minimum, with cartoon characters drooling over her. Priced at HK$598 each, they sold out almost immediately. And not just to adults; a 13-year-old otaku was seen spending his life savings so he could take 'Chau' home to cuddle. Thanks to this series of marketing initiatives, Chau has reportedly earned more than HK$4 million, enough to buy a posh flat.

We're wondering what the team behind Chau will come up with next to continue the momentum of the marketing juggernaut. The creative brains in this office suggest a life-size cushioned chair that could be priced at thousands of dollars.