The Campaign

Bloomberg Media Studios has custom written an article that would provide business travelers tips and tricks to make their journey more bearable by weaving in unique selling points offered by ANA in the various sections of this custom hub. In order to put ANA before Bloomberg's business audience, Bloomberg Media Studios built the copy surrounding the fact that business travel traffic from Asia to North America via Tokyo as the new hub for a stress-free trip.

Creative Execution

This campaign was written, designed and animated by the team with only less than 4 weeks. With all hands on deck, the team had to divide tasks and simultaneously put together the copy; translate it in Japanese to get the client's buy in; manage the client's expectations; get sign off on the copy; build and design the page on static; activate all animations-- all these within 4 weeks. This campaign ran from 3 Dec to 25 Jan on bloomberg.com as a custom content hub with traffic drivers on ROS throughout the website.

This campaign garnered a MOAT brand score of 672 pegged against Bloomberg's publisher MOAT score of 722 making this campaign perform in the top 80% of all campaigns from Bloomberg. The in-house driver banners of this campaign performed with an 81.1% in-view rate (benchmark: 53.3%) and an in-view time of 69.4 sec (benchmark is 26.6 sec).

ANA's target was business travelers so it was only fitting that Bloomberg be the destination for this custom-produced material. ANA specifically aimed for travelers who regularly fly on business class from the various Asian cities they are promoting. The idea was to keep the experience light and page navigation easy.