With strategic sponsorships of “blockbuster” TV programs, and consistent reinforcement through press advertisements, FIL managed to capture the attention of both existing and new clientele. The importance of FIL’s creative artwork also needs to be highlighted. With visuals that cut the clutter and tell the story of FIL’s brand promise with a single tasteful, aesthetic image, FIL has managed to elevate its effective communications to a level above the competition. The steadily growing clientele indicates the impact of the FIL campaigns, showing high levels of brand awareness and brand preference amongst consumers.