Orijen took a "risky approach" in creating an eye-catching,
tongue-in-cheek ad campaign for FinanceAsia, which kicked off on CNBC in
October.
The ads used several witty domain names, such as
mediaplannersexpandawareness.com, which were unrelated to the site.
The campaign included TV spots, regional and local print advertising,
online banner ads and direct mail campaigns.
Creative director Mr Don Ellis said that while the idea was risky, "it
was so eye-catching that people looked at it".
"It's obviously a risky business not to have branding and logos on an
ad ... We were quite lucky that we had the colours purple and yellow to
work with. It's a bit tongue-in-cheek at the various URLs you find on
the Internet."
The agency, Mr Ellis said, took a different approach on the TVC by
breaking up the URL and making it easier to remember.
"We decided to separate the words so they could be read as actual
words.
Then the words on the TVC collapsed together with the dotcom appearing
on screen like a Ferrari or whatever idea it related to. This meant
people could memorise it then visit the URL to find out who was behind
it ... It worked great because our client showed confidence and
leadership," Mr Ellis said.
The TVC is to run until February next year.
