Bloomberg Businessweek

Bloomberg Businessweek

Get off the couch

Give an unemployed millennial (and their parents) a hand!

It takes five issues of Businessweek to hook someone. This is what Bloomberg's data showed. But getting anyone to pick up the magazine once was a problem. Most people saw the magazine as boring and staid. Bloomberg desperately wanted to appeal to the younger, millennial tech audience that they had designed the magazine for, but they were having trouble getting any traction. We decided that maybe the best way to appeal to these millennials was not directly, but through their parents.

Responsibilities

Creative • PR • Production

Businessweek had a bad reputation among the young. Most people saw it as a dusty Forbes wanna-be. When Bloomberg bought the title, they injected new design life into the magazine and modernized the content to appeal to a younger, more tech-centric audience.

The campaign centered around an actual Businessweek article that stated that 22 million millennial college graduates were currently still living at home with their parents. This sounded bad for the children but even worse for the parents whose dreams of getting a bedroom back were being put on hold. So we offered them a lifeline: a free Businessweek trial that might give their offspring some inspiration and interview fodder; and ultimately get them out of the house faster.

Not only could they gift their children with a free subscription, but they could also choose a colorful e-card to go along with it. The cards tonally were right up the alley of parents who like messing with their kids (so all of them).

There were separate sections for other worried parties, like "significant others"

siblings

and friends.

We also had real cards for sale in Papyrus stores in commuter locations like Grand Central Terminal and The Embarcadero

See the whole thing here:

Results: