The Economist is using an integrated advertising campaign that combines online, mobile and print channels to raise curiosity, targeting media planners and buyers. The campaign uses a quiz competition to raise awareness and understanding of its brand among its target audience.
“This campaign is a global first for the company,” said Rupert Harrow, Director-Advertising Sales, The Economist, Asia.
A select group of media buyers will receive invitations to join an online game, in which participants will receive a set of questions from The Economist each month for three months. By answering questions correctly, participants will earn the chance to win prizes, ranging from a four-day trip to London for two, to the latest Palm Treo Smartphone. They will receive three months of free access to The Economist’s premium online content, as well as exclusive business reports on India, to help them answer the questions.
The campaign combines the core attributes of The Economist brand -intelligence, witty writing and first-rate reporting - with the quirky, challenging nature of the promotion. The campaign is an example of targeted, multi-channel brand-based communication.
Participants can improve their chances of winning by answering bonus questions, or by forwarding the message to friends. The campaign also makes full use of SMS marketing, which is important given the high penetration of mobile services in the subcontinent.
Ashok Dey, Head-Sales, The Economist, India, said, “Indian media buyers and planners have the profile of the most active mobile users in the country, thus making this channel highly appropriate for the campaign.”
The campaign website, which is already active, contains useful information about The Economist readership, as well as audio testimonials from the likes of Gordon Brown, Richard Branson and Toyoo Gyohten, the former Chairman of the Bank of Tokyo.