WSJ taps into entrepreneurial readers in global campaign
The Wall Street Journal has unveiled global ad campaign “Make Time” featuring key opinion leaders giving testimonials as to why they make time in their busy schedules to read The Wall Street Journal, connecting the dots to the concept of intellectual curiosity, a quality seen by the ads as essential to entrepreneurs and business owners.
“This campaign highlights the value of making time to read the Journal, no matter how busy people are,” said Suzi Watford, chief marketing officer at Dow Jones.
“It also confirms that subscribing to the Journal puts you in a community with other ambitious people who prioritise being at the top of their game.”
The first TVCs and videos will feature Tory Burch designer and CEO Tory Burch, entrepreneur and producer Will.i.am and SAP CEO Bill Mcdermott.
The entire campaign will run until 30 June. More key opinion leaders will be showcased, including Flipboard co-founder and CEO Mike McCue and SOHO China co-founder and CEO Zhang Xin.
The video ads will be broadcast on digital platforms as well as on TV in the US, the Asia-Pacific and EMEA and in the form of in-flight broadcasts on Jet Blue and United Airlines flights.
Print adverts will be placed for the campaign in the above regions along with online display banners across ad networks worldwide.
Also as part of the campaign, ads have been placed in digital billboards and outdoor signage in Hong Kong and Singapore, as well as in billboards in Tokyo, digital signage in New York City train stations and British Airways business lounges in Heathrow Airport and London City Airport in London.
Ads in digital, print and social media channels will be rolled out ahead of TV and OOH components of the campaign.
Creative agency: The&Partnership
Film Director: Tom Carty
Photographer: Brigitte Lacombe