Execution

Pay-TV Operators (affiliates) require all of their networks to promote their channel and programmes, which in turn builds the subscriber base for the affiliates. This was something they felt Bloomberg Television (BTV) was not doing well enough. Additionally they criticised the network for offering a dry news delivery, especially when compared to the glitzy news production of main rival CNBC. The affiliates are crucial partners who take BTV's feed to viewers, so it was essential to address their concerns. The campaign objectives were to convince affiliates that : 1) BTV offers the highest quality of finance and business news programming 2) BTV is actively marketing its network and programmes to recruit new viewers. This Out-of-Home activity was part of a regional rebranding exercise which included an overhaul of the channel's on-air branding (via a series of idents), a print campaign, and stunt in the heart of Singapore CBD.