McCann Erickson Malaysia’s work for New Straits Times wins big at AdFest

The total ‘Perspectives’ campaign won gold, garnered a silver for its ‘NST Perspectives – Exploitation’ poster, and was awarded a finalist certificate for its ‘NST Perspectives – Smuggling’ poster.

NST Perspectives 'Exploitation'

 

NST Perspectives 'Smuggling'

"Our brief from NST was to heighten awareness for their transparency in news reporting while giving the reader a deeper insight into daily news and allowing them to see the bigger picture for themselves,” said Tony Savarimuthu, McCann Worldgroup CEO. “We created a poster campaign showcasing international events to encourage readers to go deeper beyond a story’s face value and delve further into the actual story behind the scenes.”

McCann created three posters for NST’s Perspectives campaign, which was launched in March 2010. NST reportedly invested approximately RM3 million (US$985,000) in media buys across multiple platforms including print, outdoor, online, radio, and television, during the three-month campaign.

“The awareness campaign drew a positive reaction from readers and clients,” said Zuraida Mohamad, NSTP’s marketing director. “The net result of this campaign was that it helped us redefine our editorial content, create market relevance, deliver our brand promise – and increase our advertising revenue.”

Credits:

Client The New Straits Times Press (M) Berhad
Executive creative directors Hwa, Szu-Hung Lee
Creative director Jules Tan
Art directors Jerome Ooi, Jules Tan
Copywriters Benjamin Ng, ZaideeZainal, Primus Nair, Szu-Hung Lee
Agency producer Bridget Hong, Jimmy Ong
Photographer LohLin Shan (iRom)
Account director Andrew Pinto
Account manager Alexis Young