The Financial Times: Increased Engagement

Challenge

Reach a targeted demographic of affluent, busy professionals living in or around London and the South East, working predominantly in the financial sector, with a compelling trial offer.

Solution

This audience is technologically competent so a digital campaign was highly appropriate. Consumers were invited to participate by targeted telephone canvassing supported by online and in-store marketing campaigns. The activity invited consumers to try the Financial Times free for two weeks by presenting a digital message voucher in any participating outlet.

Results

Typically this type of activity would drive a 10% response rate but this campaign achieved a redemption rate of 29.2%.