CReATION: AsiaFinance brands with irrelevant advertising

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

by | 11/10/2000