Top Story

e4m_logo.png

Home >> Advertising >> Article

The Economist campaign gets a new twist

28-April-2009
Font Size   16
The Economist campaign gets a new twist

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

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video

Gopalan currently leads the Indonesia operations of P&G, and will be taking over from April 1st, 2018 as Al Rajwani is set to retire after 37 years with the company.