This was the first Financial Times brand campaign created specifically for the Asia-Pacific region, and a fantastic challenge of explaining the FT to an audience that was essentially unfamiliar with the brand. The best part about it is that it had a simple message for those who saw it as a print or outdoor, but gave you more detail when you went deeper online. It was new territory for the brand, but thanks to a fantastic client who shared our vision, we made it a reality.
THE BRIEF: The Financial Times gives its readers the insight needed to succeed in a complicated business world. Our job was to explain this to business professionals in Asia.

THE IDEA: Essentially, the FT makes the business world clear for its audience. So, we quite literally made the business world clear for our audience, by creating a city made entirely of transparent glass. 

THE CAMPAIGN: Print, outdoor, DM and online advertising introduced the idea of the Glass City. We then directed our audience online to go deeper into the city. On a microsite, our audience could explore stories representing the biggest issues in world business today. We posed questions about these issues, before prompting our audience to discover the answers by exploring relevant news, blogs and opinion columns on FT.com.

RESULTS:
New subscribers - The campaign generated a 32.5% increase in subscriptions to FT.com (accounting for over 2/3 of the FT's new subscriptions for the year)
Increased FT.com page views - The overall number of pages viewed on FT.com increased by 27.2%
Immersion in the product - Visitors who went to FT.com via our Glass City spent 400% more time on site (compared to regular visitors)