Developed by Doremus Hong Kong, the campaign seeks to position the Journal around the concept of 'understanding'.
"We have fabulous brand awareness, but the fact is we haven't been communicating very well what the benefits are in reading it," said Christine Brendle, managing director, The Wall Street Journal Asia. One print execution shows a pencil with the word 'Knowledge', and underneath it is a pencil and an eraser with the word 'Understanding'.
The long copy at the bottom of the page explains that the small addition to the product caused sales to soar.
ZenithOptimedia Hong Kong handled media.
