“The campaign aims to represent the brand as dynamic and energetic. We want people to re-appraise the FT as something relevant for a younger audience,” said Jocelyn Cripps, marketing director, FT Asia.
Two images, developed by DDB London, serve as the platform for most of the ads. One shows menacing sharks eating smaller sharks, with the headline ‘Mergers and acquisitions’.
The other showcases an imaginary cityscape that combines iconic skyscrapers from around Asia. The strapline reads, ‘We live in financial times’.
Running across TV, print, online, outdoor and mobile in key FT markets, Cripps said there was heavy use of non-traditional media.
For example, the elevator boxes at the Hong Kong airport have been dressed to look like the inside of a shark tank.
A mobile-led competition has also launched through a tie-up with Pacific Coffee.
