Reflecting readers via massive OA campaign

When the well-established Hongkong Standard newspaper decided to relaunch as Hongkong iMail, McCann-Erickson Guangming Hong Kong was tasked with establishing a positioning for the revamped title as a "new generation newspaper for today's X Generation". A thematic campaign was devised, creating empathy with the target audience by featuring real-life readers of iMail. The media strategy required high visibility, and the second wave of the campaign saw heavy use of out-of-home media. Bus shelters and Mega Rear bus ads created familiarity with the campaign via posters; this was then reinforced with the use of strategically-placed mannequins at locations frequented by the target group. The mannequins were dressed to reflect the target audience, and placed inside buses and at Hong Kong International Airport, as well as in popular bars and restaurants throughout the SAR. In addition, 25 models were recruited to mingle among crowds in heavily trafficked areas - all prominently seen reading the latest edition of iMail. Publisher Nigel Oakins said, "In order to win loyal readers, it was essential to buy media that really confronted potential readers in the environments they are most likely to be reading a newspaper." - This ongoing National Geographic Showcase series features selected material from winners and other entries in the Best Use of Media category in MEDIA's Agency of the Year Awards 2000.

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