RD campaigns highlight legacy

By: Ryan Reuben, Singapore

Published: Aug 03, 2005

Singapore - Reader’s Digest Asia (RDA) has kicked off an OgilvyOne-conceptualised consumer as well as trade campaign aimed at reinforcing the legacy of its flagship title amongst the public and advertisers here. “We want to communicate to our audiences the power of this enduring magazine, and reacquaint past readers who have not picked up an issue of Reader’s Digest recently,” commented Sharon Low, Regional Circulation Manager at RDA on the drive, themed ‘Rediscover Life’. The overarching aim of the creative executions “challenges people’s perception about RDA and life in general”, said Low. “For the consumer campaign, we employed a strong visual that conjures up an immediate reaction, yet the headline reveals that the actuality is not what you initially thought,” she said. The copy then taps into areas that the magazine covers on a monthly basis. “The trade executions focus on our readers -- affluent individuals who spend time with their families and enjoy the magazine at home,” added Regional Advertising Director Simon Cholmeley. “Where the consumer ads build on imagery to express the concept, the trade campaign is copy-driven.”

The consumer campaign is running in press titles such as The Sunday Times and Today as well as on outdoor in the form of executions in MRT stations and bus shelters, with trade creative running in trade publications. MindShare worked on media.

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