MEDIA-I: Saatchis kicks off i-STT branding ads

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