The Economist new multi-media campaign uses the outdoor and online media extensively. The new campaign aims to take the ‘Interpret the World’ positioning to the next level, by explaining how The Economist actually helps its reader interpret various global events, through its incisive analysis. The ad takes a different path to raise awareness and communicate that The Economist is a must read that is relevant to smart and curious people, who consider themselves to be truly global citizens.
The insight driving this new campaign is that The Economist is known for challenging its readers intellectually by presenting current affairs from an entirely unexpected point of view. Not only does every news article have incisive and in-depth coverage, but even the headline to every news item is intriguing in itself.
Moreover, people do not realise the relevance of global events, because they seem to be happening in foreign lands, and seemingly not directly related to their own lives. Hence, the challenge of this campaign was dual – to make “foreign” events relevant, and to keep the advertising as close and true to the product promise as possible.
The solution was to write headlines that were intelligent and intriguing, which would force people to think a little much like The Economist itself. In addition to this, the headlines have been written in what seems at first glance to be a foreign script, even though it is in English. When presented with an ad from this campaign, a person would have to make two leaps – first, to realise that the seemingly foreign script he is looking at is actually simple English, and second, to understand which piece of international news the headline actually refers to.
Taking cues from analyses of recent global events by The Economist, the new campaign comprises six creatives, each highlighting recent events from different countries.
The Ogilvy & Mather creative team behind the campaign included:
Executive Creative Director: Sumanto Chattopadhyay
Creative Director: Sukesh Kumar Nayak, Heeral Desai Akhaury
Copywriters: Sumanto Chattopadhyay, Sukesh Kumar Nayak, Vedashree Khambete, Aditya Kashyap
Art Director: Heeral Desai Akhaury, Kavita Saney