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Outdoor
Harvard Business Review: The Revival of Smart - Airport
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Harvard Business Review launched a new design and website (hbr.org) earlier this year, and to support these efforts, zig’s Chicago office created a brand awareness campaign to promote the new and improved HBR. Although most business people have heard of HBR, there was an opportunity to broaden exposure to the full range of the brand not only the magazine, but all of its other offerings (website, podcasts, apps, mobile) that many people didn’t know about. Getting people to try the content through an interactive element in the ads makes this campaign more engaging and memorable while encouraging people to see the new HBR firsthand. “Text Smart” is an SMS component in HBR’s airport installations that encourages people to access a mobile web page where they can read free articles and get a one month trial subscription.
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