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(Extracted from How Asia Advertises by Jim
Aitchison)
Creating a Dot-Com difference
The Problem:
When AsiaOneMarkets.com launched in Singapore , the market was congested with dot.com investment sites. Because many of the sites offered similar services, it was the advertising that had to create a difference.
The
Strategy:
The campaign was tasked to raise awareness of the new financial and investment website as well as the AsiaOne.com “mother” site, gain more visits and attract more users. However, easier said than done.
The original brief was to sell AsiaOneMarkets.com as a source of real-time information from the Singapore , Kuala Lumpur and Hong Kong stock markets.
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Somehow, the strategy did not stimulate advertising with a real point of difference. Other concept areas were explored – a stock market game and a campaign that showed how users could get “ridiculously” rich. Eventually, client and agency arrived at an entirely fresh proposition: credible investment information that enables smarter investment decisions. From that point, the creative breakthrough emerged.
The idea of avoiding harebrained investment schemes was simple, different, and highly campaignable. Inherent in the humour was a pertinent universal truth. The ads ran in colour print, supported by interactive media. The Result:
In the first month of the campaign, visits to the site doubled to over 2 millions. As the campaign continued, visits peaked at 3.5 millions. Within two and a half months, the site had secured 20,000 registered users.
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