Benjamin Li
Jan 9, 2014

HK Economic Journal aims to capture broader audience with Stock360 campaign

HONG KONG - Chinese financial newspaper Hong Kong Economic Journal (HKEJ) website is running an ad campaign to boost the audience base for its newly revamped Stock360 online tool.

HK Economic Journal aims to capture broader audience with Stock360 campaign

The publication launched Stock360 on 6 January.

Jordan Lau, head of business development at HKEJ, told Campaign Asia-Pacific that the company has enhanced its stock investment interface to make investment planning easier, adding functions such as trend lines and total transaction volume at different trading prices.

“Quite a lot of HKEJ’s readers are high-net-worth and savvy professional investors, but we want to widen our audience base, as many office workers are also active in stock investment,” he said.

To that end, HKEJ appointed local creative agency Crimson Advertising, which has been working for HKEJ on a project basis, to produce a series of ads based on colloquial Cantonese phrases frequently used in stock investments.

Jet Lam, creative director of Crimson Advertising, added that to raise awareness, the advertising approach is more tongue-in-cheek and entertaining than those of competitors, which tend to "scare off the small investors who think they are too complicated to use".

The campaign will run in two phases, first in the Group's in-house media, including Hong Kong Economic Journal, and EJ Monthly, throughout January. The campaign will reach the wider public in February and March through paid media in both OOH and digital channels.

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