CReATION: Ellis takes a risk to create an eye-catching campaign

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