Bloomberg Media partnered with SPHMBO to take its live premium business content directly to Singapore's Central Business District. Bloomberg TV broadcast on a large digital screen at Chevron House in the morning and was accompanied by a unique interactive pop-up installation running from Nov 29 to Dec 1 to give audiences a first-hand look into Bloomberg's ever-evolving newsroom.
Bloomberg Media connects viewers to a global network of business news and information while providing relevant insight and analysis anytime, anywhere, and on any platform. From introducing dedicated Bloomberg Technology coverage to deepening its reach across digital platforms with an APAC regional Facebook page, Bloomberg Media has expanded significantly in the past year.
With the intent of sharing that growth with audiences, Aviator at Kinetic, the global specialists in providing media and marketing solutions, developed the media strategy in collaboration with Bloomberg Media and Smart Alliance to implement and execute the campaign. The highlight was the interactive pop-up installation which featured a live TV studio and an interactive mock news broadcast.
Throughout the morning, Bloomberg anchor Haslinda Amin conducted live interviews on Bloomberg TV with various newsmakers ranging from CEOs to ministers of state. In the afternoon, individuals got to experience life as a Bloomberg “Tech Reporter” by anchoring a mock on-air news segment.
Building up to the pop-up installation was a robust outdoor media campaign, including the live broadcast of Bloomberg TV streamed on the large digital screen at Chevron House for the previous three weeks at two daily time belts, 9am and 12pm, connecting PMEBs, upstart technology professionals, and entrepreneurs with business, finance, and technology news coverage on-the-go. To add visibility and dimension to the campaign, a larger-than-life screen wrap featuring Haslinda Amin was added to draw attention to the digital screen and the event.
Mr Chito Jusi, Managing Director (APAC), Aviator, said: “We were looking for the best intersection of the largest concentration of our target audience (PMEBs) and available media opportunities. We found it in Chevron House and with SPHMBO, besides other outdoor media opportunities in Raffles Place to amplify the campaign. SPHMBO’s digital screen provided the perfect amplification of the Bloomberg activation happening on the ground. And the Chevron House area provided a strong environment for Bloomberg’s audience to gather and experience the Bloomberg brand and share that experience with their friends and colleagues.”
Mr Parry Ravindranathan, managing director, International, Bloomberg Media, said: "The Bloomberg suite of media assets and content have expanded significantly in the past year and we wanted to provide audiences with an immersive experience that demonstrates the depth and breadth of our journalism. The Chevron House installation is one tangible example of Bloomberg's ability to deliver global and local business news stories and insightful analysis directly to our audiences."
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