Results and Effectiveness

The campaign was a great success and completely turned around the tired and boring Businessweek China into the dynamic, fresh Bloomberg Businessweek China. The results speak for themselves: - Circulation grew 132% as a direct result of the campaign - Ad Sales leapt almost 398.5% And Bloomberg Businessweek is now the leading business magazine in China.

Creative Execution

News Stands are where 90% of Magazines are sold in China. We took over News Stands across 5 major cities – (Shanghai, Guangzhou, Shenzhen, Shenyang, and Harbin). News Stand owners removed all other publications and just sold Bloomberg Business for our launch. Reached over 42 million executives in key business streets. Keeping fit is the highest index activity for young executives from TGI research. We created another media first dressing runners as young executives jogging on treadmills on busy business streets. Girls with iPads sold Bloomberg Businessweek subscriptions nearby. We extended the campaign offering gym discounts and branding key urban gyms. To raise advertising revenues we targeted the media buying community via a dominant presence in China’s leading advertising festival, reaching over 1000 agencies and clients. We also created an ambassador programme with China’s most inspirational business people appearing in advertisements across competitive business titles and on iconic city buildings.

Insights, Strategy and the Idea

Our challenge was to launch the new Bloomberg Businessweek in China and distance this new title from the unsuccessful, previous Businessweek China. In China 100's of print titles compete for the business audience. Business media is often corporate and dull. We uncovered that the new generation of young modern business people in China are not dull and they want to stand out from the crowd. We demonstrated Bloomberg Business would enable them to ‘lead not follow’. We positioned Bloomberg Businessweek as the most dynamic brand in the market. Everything we did communicated in an engaging, dynamic, leadership style to reflect the campaign platform - ‘lead not follow’. We targeted a young business audience in a highly relevant way, engaging with them across touchpoints within their CBD lifestyle – on leading city business streets, during their afterhours activities (such as the gym) and within their other business newspapers and magazines.