Andrew McClellan

Washington, D.C. is a fast city, and has quickly become a hotbed for business decisions. The traditionally government town was even labeled “the new Wall Street” at one point in time, because C-level executives and staff descend on the nation’s capital seeking immediate information and access. With a variety of trusted resources available, any new product would have to break through an entrenched establishment. Enter Bloomberg Government ( BGOV ), an innovative technology helping professionals understand the business implications of government actions at a deeper level, providing actionable intelligence to the D.C. market.

Bloomberg sought to leverage its well-respected brand reputation to launch a new Government focused news and intelligence product, though it lacked awareness and understanding of the D.C. market. We began by focusing on primary research with target audiences to ensure that initial perceptions were clearly understood and that the campaign was placed strategically in areas and channels that would maximize visibility of the brand and tool.

The campaign strategy centered on a “day in the life” of a Washington, D.C. influencer, delivering messages through multiple touch points and integrated media solutions — social media, earned media, events, mobile and digital initiatives and paid advertising.

BGOV would surround the D.C. market with a takeover that greeted audiences on the radio as they drove to work, in interactive messaging as they exited subways, in top-tier business publications they read on the train and with street teams available in key locations to deliver more information. A high-profile event at Union Station capped the marketing drive.

Another wonderfully satisfying experience was to be able to infuse out of home experiences back into Union Station. Before our campaign, the space had been void of experiences provided by advertisers looking to promote their brand or product. Something that had been prevalent many years ago, but the valuable high volume area had since only been taken advantage by vendor stands. As a frequent traveler of Union Station, I’m pleased to have seen many more experiences since – which I ( and the event planners at Union Station ) like to attribute to the success of this campaign.

Team

Steven Kostant
| Creative Strategist

Marc Dionne
| Creative Director

Allen Hopper
| Associate Creative Director

Andrew McClellan
| Motion, Projection and Interactive Director

Will McHenry
| Motion and 3D animator

Yan Goldshmidt
| Motion designer