SINGAPORE: Singapore Technologies Telemedia (STT) has launched an
ad campaign in Europe and North America promoting its internet
infrastructure and web hosting company i-STT.
Saatchi & Saatchi Singapore created a television and print campaign to
boost i-STT's brand awareness, particularly among chief executive
officers planning to build their company's internet presence in
Asia.
This will be supplemented by direct mail material, with more technical
information, aimed at company chief information officers. CEOs are
important to win over because, even though CIOs are responsible for
choosing web hosting companies, they generally need to seek approval
from the CEO, said Srinath Mogeri, copywriter at Saatchi & Saatchi, who
worked on the campaign.
So it is important that CEOs are aware of i-STT, he added.
The campaign positions i-STT as the "experts in the Asian net
economy".
Images of the human body are used as a metaphor to represent the
complexities of the internet.
The ads draw an analogy between traditional Asian medicine - reflexology
and acupuncture - to create the impression that only an Asian company
has the expertise and local knowledge to help multinational businesses
succeed in the Asian digital economy.
Saatchi & Saatchi won the account in February along with its media
agency Zenith after a pitch against DY&R and Euro RSCG.
There was no incumbent as the account is a new one. Executive creative
director Sion Scott-Wilson also worked on the campaign.
