Business is… not what you think it is.
Today, business is about progress, invention, the search for better ideas and answering the questions our audiences haven’t even thought to ask.
Today, business is about progress, invention, the search for better ideas and answering the questions our audiences haven’t even thought to ask. It’s about getting to the less-expected details behind the headlines and discovering what comes next. A marketing campaign to promote the newly re-skinned and re-designed Bloomberg website grew out of the conviction that the definition of business has changed, that it doesn’t have just one, but many definitions — “Business is provocative”…“Business is stylish”… “Business is ravenous,” etc. Our team partnered with local Bloomberg editorial teams to source the most compelling data points and stories on which the creative was based, as the campaign expanded internationally.
The campaign had a true global reach, with ad placements in the USA, Europe, the Middle East and Asia. We relied on hyper-targeted social stories to drive traffic onto the site and tease some of the most ground-breaking stories.
In the end, we believed that the “Business is…” campaign needed to leave the audience with the belief that Bloomberg Business doesn’t just deliver the news; we needed to prove that the site features smart stories — both local and global — that really matter, when and how audiences need them, with relevant context and thoughtful reporting that goes broader and deeper than the headlines.
From an interactive, experiential perspective, we developed the idea of the “Business of things” to highlight the insight and hidden stories behind products and services we use every day.
We launched the experience with a vending machine at the Bloomberg pop-up studio during the World Economic Forum at Davos and built a shop experience for our New York, London and Dubai launch receptions. We displayed commonly used products — laundry detergent, toothpaste, canned salmon, bottled water — with accompanying stories to showcase more hidden, unexpected business stories. Finally, we created a series of data-based, vinyl infographics and placed them across nine NYC locations of the Swedish coffee shop, FIKA, and seven boutique NYC gyms.
Team:
Damian Totman — Global Creative Director
Phil Chubb and Oliver Eden-Green — Copywriters
Michaela Edwards — Design Director
Jack Butcher, Magali Nishimura, Jeremy Lim, Ronnie Tres Reyes — Art direction
Dan Seffens — Production design
Erin Kennedy — Project Management
Awards:
2016 CreativePool Annual: GOLD, Experiential for Business of Things