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

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.

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