CAMPAIGN OF THE MONTH: The FT gets interactive for an international reach

The Financial Times launched an interactive marketing campaign using video and 3D projections to engage its US and global audiences

International business news and information organisation, the Financial Times, has experienced strong digital growth in the US market, with subscriptions to growing 30 per cent in 2011. Keen to create more ways to engage and connect with its US and global audiences, the FT selected advertising agency DDB to launch its interactive ‘Graphic world’ campaign.

Housed at Vanderbilt Hall in New York’s Grand Central Terminal, the ‘FT graphic world’ exhibit projected a series of 3D interactive films and infographics onto a 70 foot-tall wall to help raise awareness of its award-winning content.