FT.com reasserts news leadership

Hong Kong - Off the back of more than 140% increase in unique users across Asia, the Financial Times has has rolled out a campaign to promote its online portal as a relevant source of business news.

The campaign draws on the insight that readers are flooded with information when searching for news online and do not end up with the information they were looking for. 

The creative titled, ‘Unlike millions of other websites, we know exactly what you are looking for' aims to inform time poor professionals that they can visit FT.com for important news and analysis.

Jocelyn Cripps, regional marketing director for the Financial Times in Asia, said the campaign clearly demonstrates the role played by FT.com in these challenging times.

During a recession and financial crisis there is greater demand for reliable, accurate, news, comment and analysis, she said.

"FT.com assists time-poor professionals by being a comprehensive and trusted source of global business information and analysis," Cripps added.

The creative was developed by DDB London and features a selection of images that were found via a general online search for financial terms. 

Using a humourous tone, one ad shows the search for 'prolonged recession' as images of receding hairlines while baby bond shows up an image of a baby dressed like James Bond.

The Asia campaign kicks off from 11 May with a strong online focus on BBC.com, SCMP.com, Yahoo, Ming Pao, Asia One and BusinessTimes.com.

The print ads will also run in The Economist, Time and Fortune. OMD was responsible for media buying and planning.

FT.com now boasts more than 1.2 million registered users with more than one million video downloads a month. 

In March the site recoded a year-on-year increase of more than 140%.