Financial Times - The World Is What You Make of It
The campaign's tagline, "Read beyond the expected," encapsulated the FT's aim to challenge readers' perspectives and encourage them to explore content outside their usual interests, thereby broadening their horizons.
The campaign marked FT Weekend's first venture into television advertising, featuring a commercial that brought its arts, culture, and style content to life, accompanied by exclusive music composed by electronic musician Robin Rimbaud.
- Existing FT readers seeking enriching weekend content.
- Culturally Curious individuals interested in arts, lifestyle, and global culture.
- professionals looking for engaging and informative weekend reading.
TARGET AUDIENCE
About the
Campaign -
The campaign's tagline, "Read beyond the expected," encapsulated the FT's aim to challenge readers' perspectives and encourage them to explore content outside their usual interests, thereby broadening their horizons.
Core Theme of the Campaign -
1. Distinct Identity: The FT wanted to show that its weekend edition isn't just more of the same. Instead, FT Weekend offers a fresh perspective on arts, culture, and lifestyle, setting it apart from the weekday business news.
2. Multimedia Approach: They didn't just stick to print ads. The campaign spread across TV, radio, cinemas, and even outdoor spaces, ensuring that wherever you were, you'd get a glimpse of what FT Weekend had to offer.
3. First-Time TV Ads: Believe it or not, this was the first time FT Weekend ventured into TV advertising. They crafted a commercial that vividly showcased their arts, culture, and style content, making sure viewers felt the essence of the weekend edition.
4. Exclusive Soundtrack: To add a unique touch, they collaborated with electronic musician Robin Rimbaud, who composed original music specifically for the TV and radio spots, enhancing the overall experience.
5. Global Reach: The campaign wasn't confined to one region. It aired on major networks like BBC Worldwide and CNBC and appeared in publications such as The Economist and Monocle. Plus, they had eye-catching posters in places like the Champs-Elysees and New York's World Financial Center Ferry Terminal.
6. Engaging Content: With the tagline "Read beyond the expected," FT Weekend aimed to challenge readers to explore topics they might not typically dive into, encouraging a broader and more enriching reading experience.
7. Standalone Subscription: Recognizing that some readers might be particularly interested in weekend content, they introduced a standalone FT Weekend subscription, making it easier for people to access just the content they were after.
8. Positive Reception: The campaign was well-received, leading to increased interest and subscriptions for FT Weekend, proving that their unique approach to weekend journalism resonated with readers worldwide.