The Economist: British Election

The Economist, a British newspaper, used conversation of the 2017 UK snap general election to encourage people to subscribe to, or request a free copy of, the paper by utilising Snapchat, press ads and reactive outdoor.

Campaign details

Agency: Proximity London

The general election was forecast as a foregone conclusion by the British media, and the public were switching off.

Battling against default thinking, The Economist went out to help people make their own informed decisions about the vote – for free.

Strategy

When Theresa May called a surprise general election in June 2017, the media drew assumptions that left the public disengaged and disinterested.

Proximity London reacted immediately and set about creating a campaign for The Economist that would challenge the norm.

With opportunity skyrocketing at key occasions, this was a pivotal moment to...

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