Cannes Lions

FINANCIAL TIMES

OMD HONG KONG, Hong Kong / FINANCIAL TIMES / 2009

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

The FT Bonsai tree wisdom widget displays a roster of FT stories throughout the day which can be customized to users’ interests. This ensures that our audience receives the information they want, and proves that the FT provides more than just finance news. The widget also contains FT rates and readership information.To create impact for campaign launch, real Bonsai Trees were sent to select media planners. Included with the tree was information about the FT Bonsai tree widget and how to download it. The trees served as a fun diversion and a constant reminder to check out ‘virtual’ Bonsai online.The widget was promoted via regional trade title “Media”. Formats consisted of full pages in the magazine and leader boards online, reminding planners to download the ultimate widget. Activity was timed to coincide with key periods in the planning cycle to ensure FT is top of mind.

Outcome

The campaign is ongoing, but has already exceeded client’s expectations of new advertisers’ enquiries by 50%.In terms of engaging media planners in Asia-Pacific, FT Wisdom widget was downloaded 235 times in first 4 weeks. It is estimated that this represents 80% of planner/buyers working with Pan-Regional advertisers.The click through rate of 0.60% for our online banners is double the site’s average.As a testimonial to the buzz-worthiness of the idea, the campaign received extensive recognition within the industry for its innovative approach to engaging media professionals, even from trade titles not involved in the campaign!

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