Media: TV, Print, Outdoor, DM, Banners, Microsite
Year: 2014-15
This was the first brand campaign to be run by the Nikkei Asian Review internationally, and the first multi-market advertising campaign undertaken by public relations agency Edelman. It was an honour to be the creative driver of it.
THE BRIEF: Japanese news giant Nikkei were launching their new English language weekly, covering business throughout the Asia-Pacific Region. Our challenge was to build the brand from the ground up.
THE INSIGHT: Research showed that for those doing business in Asia, it was a case of knowing that they couldn’t afford not to be there – but there was a real fear that the unknowns they couldn’t see would cost them valuable opportunities. With more reporters across the Asia Pacific region, only Nikkei Asian Review could truly peel away the complexity of Asian business and open it up to the outside world.
THE IDEA: Just as the publication does, we literally peeled away the complexity of Asian business – by peeling away the walls of Asian business to reveal the opportunities within.
THE CAMPAIGN: A fully integrated campaign that ran in six Asian markets, as well as the USA. This consisted of TVCs, Out of Home advertising, online display advertising, as well as traditional earned media outreach and social media activity.
RESULTS:
Traffic to the Nikkei Asian Review website was over 200% of target. This was accompanied by a significant increase in brand awareness amongst the core Asian market
