SCMP: "I Read the SCMP" Campaign

For the South China Morning Post (SCMP), we spearheaded the creative production of the "I Read the SCMP" campaign, a strategic initiative designed to dismantle the market misconception that the publication's reach is limited to a niche expatriate audience. Drawing from core insights that revealed SCMP’s actual penetration into a vast, diverse, and affluent Hong Kong demographic, we developed a high-impact series of Tram OOH (Out-of-Home) designs.

By utilizing the iconic Hong Kong tramway as a moving canvas, we brought the "real" SCMP audience to life through bold, human-centric visuals. The campaign effectively transitioned the brand's narrative from an "exclusive" perception to one of widespread influence and inclusivity, showcasing that SCMP readers are the decision-makers and cultural shapers across all sectors of the city. This urban takeover ensured maximum visibility, successfully repositioning the brand in the eyes of advertisers and the general public alike as the primary gateway to Hong Kong’s most valuable audiences.