Change -- however welcome or unwelcome -- is inevitable, and when The Wall Street Journal changed their print edition to focus almost exclusively on the opinions, color-commentary and back-stories behind the general "who-what-where-why-and-how" of news reporting, the change was met with varied response. This online campaign does a great job of showing how change, when combined with ingenuity, drive and the right knowledge, can lead down a long and winding road to success.
T3 did a great job with WSJ's campaign, laying out a site that focuses on the storytelling power of words, and then complimenting those words with video interviews and short biographies of each featured celebrity. The uncluttered design and creative illustrations associated with each celebrity's journey makes the whole experience easy to read and digest, which isn't the kind of experience I traditionally associate with the Wall Street Journal.
Finally, while the celebrity interviews and featured WSJ articles all say "this paper has something to offer you," the site's attention to the online medium literally walks-the-walk and offers the user the ability to send the videos to friends, log their own journey, spread the word and add the videos to their own blogs. -- Bradley Werner, director of marketing, The Fifth Network
Since the introduction of the Weekend Journal, the Personal Journal, and the relaunch of the Weekend Edition, The Wall Street Journal has been trying to show its softer side to attract a broader array of readers. Their new ad campaign continues that shift, presenting the paper as more personal, and thus more accessible, to more people.
The online campaign stays very much in line with the print version of the campaign, featuring the setbacks and ultimately the success stories of celebrities and entrepreneurs. Users can download a PDF of the Journal's articles that featured each of these spokespeople, but the Flash intros to each of their stories give me enough information about their journeys. I can't see making a decision to subscribe to the WSJ based on an article that I downloaded from the ad.
The behind the scenes videos also fell a little flat for me. As with the bios, I thought that the videos detract from the impact of the hand-written, simple style of the campaign.
Despite my reservations, I'm actually a very big fan of this campaign. The videos are available for download or to embed on your blog or website, and they've included the "send to a friend" so you can pass the entire microsite along as well. But in this case, I think, less would have been more.
--Corey Kronengold, director of corporate communications, Tremor Media