The campaign has the tagline “Find your personalised Financial Times at FT.com”. It includes digital poster sites at key London commuter stations and bespoke rich media and video ads optimised for mobile devices. It will run until the end of May alongside an existing digital media acquisition campaign across Facebook and Twitter.
“Since the launch of our digital media acquisition campaign last year, 40 per cent of new readers through this initiative were in the 24-34 age group—one we hadn’t specifically targeted previously,” said Toni Ellwood, head of acquisition marketing at the FT.
She added: “Almost half of FT.com traffic now comes from mobile devices. This campaign effectively reinforces the Financial Times’ relevance to an audience which is increasingly time-poor and accesses news on the go. We remind readers that the FT keeps them informed—whatever their location and preferred reading habits —with the latest international business, finance, economic and political news and analysis.”
Targeting commuters, the campaign includes key commuter stations London Bridge, Kings Cross, Victoria, Liverpool Street, Waterloo and Canary Wharf. A series of homepage and section takeovers will appear in the Guardian, the Economist, Bloomberg and Yahoo Money.
The creative concept and media strategy for the multi-channel campaign was created in partnership with Essence, the global digital agency.
Will Frappell, client partner at Essence, says: “We have used partnerships, technology and exciting creative formats at key sites to bring the FT proposition to life for a digitally savvy, business-focused audience. Meeting new readers at different touchpoints throughout the day encourages engagement on the move and demonstrates the FT’s commitment to a multichannel strategy.”
