That ad is displayed inside the MTR (Metro) in Hong Kong. It is an ad for the fast train that links the airport and a new exhibition hall. It says in big that you can enjoy a same day return trip to the AsiaWorld Exposition Hall for only HK$42, instead of a usual HK$100 if I am not mistaking. That sounds like great! Then you look at the right of the ad with all these street signs displaying places in Hong Kong Island and a big 42 next to each of them...
... unfortunately, when you look at the bottom of the ad, you can see that if you take a full ride from Hong Kong station (on the main island of Hong Kong like the places displayed on the signs at the top right of the ad) to the exibition hall, that will cost you HK$72. Still a nice discount but not as nice as HK$42.
I will never understand how an advertiser can manage customers' expectations so badly. You have a great discount, but by showing IN BIG a wrong figure you actually make people feel bad about the offer and about the company that is seen as trying to trick people. It would have been so easy to display the right price first or at least to change the copy and say: "Same day return trip ticket to AsiaWorld Expo FROM HK$42 up".
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