Financial Times - Glass City

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 where the FT lacked the profile it enjoyed in European markets. 

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.

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)
The Glass City
Overview
Close up of office scenarios - each office told a different story linked to major news stories of the modern era.
Seen here: Asia's Housing Boom
                
Clean Energy Solutions
                Technology Innovation
Tram shelter installation in central Hong Kong
Layered die-cut installation opposite the HSBC building in Hong Kong's financial district. 
The interactive Glass City website. Users could freely navigate around the city, zooming in and out of story of the buildings. Each scenario linked through to corresponding articles on the FT.com website.
'The Good Life Goes On' - part of a series on Capitalism in Crisis.