The Wall Street Journal: WSJ - Ambitious Hours

The Wall Street Journal needed to bring in new subscribers: ambitious people who would value The Journal's in-depth reporting. So The & Partnership created a campaign using existing media that would secretly target these driven individuals, but no one else. "Ambitious Hours" was an integrated campaign that appeared only from 5:30am to 8am and again from 9pm to midnight. Hours most people are either still in bed or at home watching TV, but when the truly ambitious are still on the go.