ABOUT

Brief: Make Bloomberg Quicktake the go-to source for simple explanations of complex topics.

Strategy: Quicktake sorts through a lot of information to eliminate the distracting elements and focus only on what's essential. Craft the creative to mirror this process and let the simplicity of QuickTake attract new readers.

Objectives: In its four years of existence, Quicktake had developed a niche following. We wanted to increase our audience to include readers interested in business, economics and topical global news, and who appreciate the value of simplifying complexity.

Execution: Everyone is already saturated with information. We knew we needed to get people’s attention, be relevant, and make our points quickly. Leveraging the graphic approach used in QuickTake’s print editions, we developed a black and white vocabulary of illustrated icons. We animated each icon and used them to break down complicated topics into simple visual elements. These elements efficiently deconstruct topics into their component parts and arrive at concise conclusions. In other words: Hard-to-explain topics, explained simply.

Results:
Following the campaign launch in November 2017, website hits reached new record highs, peaking with percentage increases of 400-1600% over average for the remainder of the year. From Jan-Oct, web hits averaged 544K. But from November to December, average hits exceeded 826K. Overall, the campaign pushed QuickTake readership to historic new levels, with November and December readership up more than 60% over the previous two months. QuickTake also achieved a 74% increase in subscribership between August and the end of 2017. These numbers represent an enormous return on investment driven by a simple, effective concept created entirely in-house, and with zero budget.