The Economist: Interpret The World

In an attempt to move from brand awareness to brand engagement, this campaign for The Economist in India took forward its tagline 'Interpret the world' and actually invited readers to 'interpret' its brand communication.

The Economist: Interpret The World

Ogilvy & Mather Pvt Ltd.

SUMMARY

A three week marketing campaign that pushed The Economist’s paid subscriptions up by 44% on http://www.economist.com in India, its largest market across Asia.

In an attempt to move from brand awareness to brand engagement, the Indian brand campaign for The Economist took forward its tagline ‘Interpret the world’ and invited readers to ‘interpret’ the brand communication.

It was intelligent and involving. Encouraging consumers to think and make connections between previously unconnected events, the hallmark of any Economist analysis.

Every element of the campaign was interactive, whether it...

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