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 was Outdoor / Press communication that required readers to use an SMS short-code to decode the connections, the Facebook application that could only move forward once users actually worked out the connections or the web banners that teased readers into accessing the microsite.