Readers take centre stage for Apple Daily

Hong Kong - Next Media's Apple Daily has launched a series of ads aimed at highlighting its quality readership profile targeted at advertisers and agency executives.

The campaign is based on data from Nielson Media Index that showed the newspaper's readers are mostly university graduates and working professionals with high pay.

Three versions of creatives featuring in a light-hearted manner of a boss treating his colleagues dinner, a beauty contestant and a little girl interviewee were created.

Elaine Chow, corporate creative officer for Next Media, said her team wanted to reinforce the message that Apple has quality readers as agencies are planning their campaigns for the year around this time.

"We picked on three demographic aspects, occupation, education level, income level and portrayed our readers in an interesting way", she added.

The campaign will run until April in Apple Daily, Next Magazine and in MTR.

Creative and media buying were all done in-house.