Results and Effectiveness

Research proved that this method of engaging planners worked with over 617 widget downloads recorded. Our online leaderboards registered an impressive average CTR of 0.6%. Research also shows that perceptions toward the FT were changed, fulfilling the communications objective of the campaign. Over 65% of those exposed to the campaign described the FT as modern dynamic and innovative. The campaign showcased the paper’s true qualities enhancing the FT’s reputation in the region and cultivating a new generation of FT brand advocates.

Creative Execution

The FT Bonsai Wisdom Widget sits on the desktop displaying a roster of FT stories throughout the day, customized to users’ interests. This ensures that our audience receives exactly the information they want, and proves that the FT provides more than just finance news. The widget also contains FT rates and readership information, so that it can be easily accessed when needed and assist planners in recommending the FT. To create impact for campaign launch, real bonsai trees were sent to key decision-makers in media agencies across the region. The trees served as a fun diversion to engage the hearts and minds of media planners, and a constant reminder to check out their virtual bonsai tree online. The widget was promoted via leaderboards on the website of regional trade title Media. Activity co-incided with key periods in the planning cycle to ensure FT was top of mind.

Insights, Strategy and the Idea

The FT briefed us to enhance understanding of its product amongst Asia-Pacific regional media planners so that a broader range of non-financial clients would consider booking the FT. In particular, we needed to overcome the misconception that FT offers only financial news. Most media planners don’t read FT and have little understanding of it. They are busy and information overloaded. They work long hours with little time to meet media owners or read media-packs. An innovative approach was needed to engage them and educate them on the FT’s offering. The strategy was to overcome their misconceptions by delivering FT’s broad editorial straight to their desktop via the FT Wisdom Widget. The widget, which appears as a Bonsai Tree, also provides easy access to FT’s advertising information. To provide the crucial initial engagement with the planners, real bonsai trees were hand-delivered with instructions for downloading the widget.