The Economist: Raising eyebrows and subscriptions

Proximity London and UM London

Campaign overview

Subscriptions for The Economist had plateaued. Positioning the publication as the ticket to success for white-collar warriors was not appealing to millennials. There was also evidence that their core prospect base was rejecting it as a 'handbook for the corporate elite' – a misconception given The Economist's progressive liberal mission to fight ignorance and vested interest.

The magazine's 'There is nothing more provocative than the truth' campaign attracted millions of new prospects to engage with The Economist, spend time with its content and develop a new, extremely positive perception of the brand.

As well as outperforming its target by 500%, the campaign gave The Economist a refreshed brand perception within key audiences as well as an intricate understanding of its readers' preferences based on millions of new interactions.