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.
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.