The initial six-day burst --Â which concluded this week --was led by a distinctive blue wrap-around on the daily edition, complemented by online and outdoor executions in the city's main business districts. Featuring the six tenets of journalism, 'who, what, where, why, when and how' captioned over photographs of high-profile people, the OgilvyOne campaign also centres heavily on the tagline, 'Tells it like it is'.
"By pairing images to newsworthy individuals, we are saying that The Standard knows the inner story of successful people," said Ogilvy art director Ginny Bracewell.
Newspaper chiefs said the push aims to draw attention to the publication's quality of journalism, a move seen as necessary following a long period of relative inactivity compared to rival, the South China Morning Post. "The goal of the campaign is to remind people who we are, because The Standard has not had a very high level of mind share over the last few years," said Mark Clifford, the daily's publisher and editor-in-chief.
The wrap-around contained an interactive element, in which readers were asked to answer six questions in six days, relating to the newspaper content. The competition winners will receive two business class tickets to a Dragonair destination, with HK$15,000 (US$1,923) in travel vouchers. Clifford said triumphs at this year's SOPA Awards and at other shows provided the perfect backdrop for the new campaign.
