Raising eyebrows. And subscriptions.
Proximity London
Issue 36 | September 2015
Agency
The Economist
Creative Team
Executive Creative Director: John Treacy Creative Director: Rob Kavanagh Copywriter: Fran Perillo Art Director: Tristan Sellen
Production Team
UM London Media: Alan King, Neil Peace
Other Credits
Group Account Director: James Dyer Account Manager: Jos Canavan Joint Head of Planning: Darren Burnett Planning Director: Sarah Brown Deputy Chairman: Sharon Whale The Economist: Mark Cripps, Mark Beard, Steve Lok, Holly Donahue
Date
Ongoing
Background
The Economist needed a new base of younger subscribers. These 'Progressives' viewed the publication as too narrowly focused on finance and politics, and not especially relevant to them. So, the task was to challenge perceptions – without destroying the intellectual legacy of the famous brand ads of the past.
Idea
Rather than talking about how clever the readers are, the idea was to show how smart the content is. Working on the basis that there is nothing more provocative than the truth, every ad would have to be as concise, witty and provocative as The Economist's peerless content itself. Readers were hooked with engaging, and hyper-relevant ad placements. Then they were delivered them to the bespoke content hub, primed to experience a full Economist article for themselves and ravenous for more.
Results
So far, nearly 8 million prospects and over 10,000 new subscribers have been delivered– with a lifetime value of £13m. A whole new Economist audience. Captured in a brand new way.