In October 2018, Thomson Reuters sold a majority stake in its Financial & Risk unit to formulate REFINITIV, which serves 40,000 institutions across 190 countries. The brand officially launched in January 2019, and wanted to quickly build a presence within major markets globally.
Our challenge for REFINITIV was to utilize Out-of-Home placements to strategically target business decision makers in the Central Business Districts (CBDs) of key markets around the world. These markets included Hong Kong, Tokyo, Shanghai, Singapore, Beijing, Vancouver, London, Paris, Stockholm, Geneva, Zurich, Moscow, São Paulo, Rio de Janeiro, Dubai, Sydney, Mexico City, Mumbai, Dalhi, Bangalore, and Manila.
REFINITIV launched using an integrated approach across OOH, print, pre-rolls, social and programmatic digital. This saw reach into 100+ international markets, target major global financial hubs (London, NY, Tokyo, HK and Singapore), and enter strategic publishing partnerships.
Brand communications, including an extensive global OOH presence, were used to express the brand platform through the idea that REFINITIV’s data offers clients a competitive edge because of the intelligence they add to it. Bold headlines were used that highlighted the breadth, depth and quality of their data, as well as their collaborative way of working, and were further accented by simple graphics to create a unique visual identity.
AGENCY672 was tasked with creating the OOH media strategy for the launch, which included digital street level displays (located within the CBDs) and digital screens in office buildings and metro/subway stations. We also incorporated airport media and strategic digital spectacular placements in select markets, as well as some traditional printed Out-of-Home placements where digital screens were not available.
REFINITIV executes brand studies approximately twice a year. They monitor key measures (KPIs) of the REFINITIV brand with customers and prospects who are key influencers and decision makers in more than 10 international markets and six languages. Since the first study was executed in November 2018 – prior to the January 2019 brand launch – brand awareness has increased by 35%.
This campaign won a Drum OOH Award for Best Interconnected Media Formats.
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