Teasing the brain out-of-doors
According to The Old Shanghai Firecracker Factory Executive creative director Kevin Kleynhans, Finweek's latest outdoor campaign aims to reward readers for their astuteness in buying the magazine. It is being supported by radio for content profiling, but competitions and online promotions, as well as consumer and trade interaction, are scheduled to give the campaign real 'legs'.
"We're talking to a highly educated, upwardly mobile, aspirational target market that likes to think of itself as a little more intelligent than the average Joe," comments Kleynhans.
"The campaign appeals to this psychographic by posing a series of word puzzles that relate to the attributes of the magazine."
Billboards along Johannesburg's busiest routes have been carrying conundrums since 1 July 2006, the solutions being 'in-depth reporting', 'the stories behind the stories', 'invest in yourself' and 'the right stuff', for example.
"The smarter read" has also been added to all communication to re-enforce the superiority of the publication and by inference, the reader.
