Reflecting readers via massive OA campaign

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