Results and Effectiveness

Research proved that this method of engaging planners worked with 54 of the 60 key decision-makers who received Bonsai Trees downloading the widget. A further 563 widget downloads were recorded, representing other media planners in the region. 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 raise awareness of the widget, bonsai trees were hand-delivered to key decision-makers in Asia-Pacific media agencies. A booklet arrived with the tree providing information on how to care for it and also details on how to download the FT Bonsai Wisdom widget. Turning their attention to care for their bonsai provides a peaceful respite from the stresses of their media work. But their Bonsai also represents the FT and serves as constant reminder to check out ‘virtual’ Bonsai online.

Insights, Strategy and the Idea

The FT briefed us to raise awareness and understanding of the FT amongst Asia-Pacific’s regional media planners. Principally we had to ensure that they understand the FT offers more than just financial news. Most Media planners don’t read the FT, they have little knowledge of the product and consider it a stuffy financial brand. Encouraging them to find out more is difficult. They are bombarded with information from media owners with no time to take it all in. In order to educate them about our product we must first grab their attention and nurture an attachment to the FT. The strategy was to educate planners via the FT Bonsai Wisdom widget downloaded straight to their desktop supplying the latest news from the FT. But in order to engage the planners, real bonsai trees were hand-delivered to their offices to create buzz and excitement with instructions for downloading the widget.