JWT Shanghai, the agency in charge of the campaign, explains that Bloomberg has introduced enhanced terminal product localisation and faster Chinese news in the face of increasing competition from local competitors in the mainland.
The campaign consists of three creative executions featuring bar and pie charts illustrated with lotus, plum blossoms and bamboo in Bloomberg’s corporate colours.
“Most financial brands who localise themselves in China use Chinese elements, but they don’t link the Chinese elements with their financial identity,” said Chrissie Kong, account manager at the agency.
She added the aim of the campaign is to position Bloomberg as an expert on analysing data.
The ad campaign will run across popular financial portals like Sina Finance and East Money, and magazines including Caijing, Shang Jie, Ad China and Focuse Media TV, targeting expats and local Chinese financial professionals.
