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