WSJA goes 3D to create buzz

Hong Kong - Wall Street Journal Asia (WSJA) has kicked off a 3D outdoor campaign in Central aimed at generating brand awareness within the business community specifically with the middle to senior management.

The theme of the campaign "Understand More About Business", features a 3D display of WSJA on POAD's Central Tower location, that uses images of street signs showcasing world issues from global warming, Beijing Olympics to China's boom.

The campaign, which will run till May, include print ads, on business TV networks such as CNN, BBC and CNBC as well as on the Airport Express.

Olivier Legrand, marketing director for Dow Jones, said this year, the new creative has included business taglines to connect business decision making with global themes adding on to the company's branding concept on knowledge and understanding.

Doremus handled creative while ZenithOptimedia handled media buying and planning duties.

The campaign is also running in Raffles Place in Singapore.