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

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.

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