CReATION: AsiaFinance brands with irrelevant advertising

They say, in the realm of the Web anything is possible. But, ever consider building a brand without a company name or logo on the ad? Taking a unique approach to advertising a dotcom, Financeasia.com has used the most irrelevant messages in its first integrated advertising campaign. The sites' creative by Orijen comprises several witty, unrelated domain names, including howdidthesefoolsgetinfirstclass.com, mediaplannersexpandawareness.com and freezingyourassetsoff.com. At the IMF conference in Prague, the company kicked off its campaign by giving delegates postcards featuring jestejednoprosim.com, which translated to "Another beer please". To find who is behind the campaign, readers had to click on URL, which gave them the answer to the riddle and the opportunity to click on to the FinanceAsia.com website. By using humour and arousing curiosity, the campaign has avoided branding the company as a conservative financial website. The ad campaign included TV spots on CNBC, regional and local print advertising, online banner ads and direct mail campaigns. Mr Foster Wright, CEO and publisher of FinanceAsia.com, said, "Understanding that our key consumers are senior financial decision makers, we wanted to develop an intelligent and witty campaign that challenged their thought process rather than underestimating them."

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