The Wall Street Journal is read by the world’s most ambitious people. And those who are truly ambitious are the first to get into the office and the last to turn off the lights.

So we wanted to directly speak to these potential subscribers by creating Ambitious Hours, a secret direct campaign created with media in business districts which appeared between 5:30-8am and again at 9pm-midnight.

Consisting of early morning TV spots and real-time messaging we spoke to the ambitious few and directly targeted them with a special trial offer, which rewarded them for their ambition.

Ambitious Hours- a campaign most people never even knew existed, but the right people did.