WSJ+—Fortune Favors The Ambitious

WSJ+ isn’t for most people.

In the world of business, there’s a select group of people who go above and beyond. ‘Normal business hours’ don’t apply here — because the motivated know what it takes to fulfill their potential, and get to the top. Our campaign champions the ambitious few, and gives them the edge to get ahead with WSJ+. Capturing our audience switched on, when most people have switched off. Taking advantage of any moment to catch up on WSJ+, and giving us a window into their ambition for success.

Because fortune favors the ambitious.

As a result of the brand campaign, WSJ+ saw a meaningful shift in audience demographic; majority (93%) of bundle subs are active personal investors with more than 10 years experience (78%) and of those that are investors 66% make their own decisions. ~ 50% of WSJ+ subscribers are C-Suite or Senior executives.

Personnel

Agency: Mother (Tom Bender, Savannah Rabin, Mike Mercer-Brown, Serhan Asim)

Client: Dow Jones (Blake Cox, Alex Dousie, Carrie Gardner-Williams, Elizabeth Azen-Andia)