HEALTH CLUB POSTER by BBDO New York, BBDO New York/ BBDO Atlanta for The Economist

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HEALTH CLUB POSTER

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Industry Magazines
Media Promo & PR, Case study
Market United States
Agency BBDO New York
Agency BBDO New York/ BBDO Atlanta
Chief Creative Officer David Lubars, Bill Bruce
Creative Director James Clunie, Pierre Lipton
Art Director James Clunie
Copywriter Pierre Lipton
Released May 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: THE ECONOMIST
Product/Service: MAGAZINE
Agency: BBDO NEW YORK
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officers: David Lubars/Bill Bruce (BBDO New York)
Senior Creative Director: Kara Goodrich (BBDO New York)
Creative Director/Art Director: James Clunie (BBDO New York)
Creative Director/Copywriter: Pierre Lipton (BBDO New York)
Account Team: Rob Thorsen/Dhane Scotti/Robin Quill (BBDO New York)
Media placement: Out Of Home - Gyms In Dallas, TX - 1 May 2009

Results and Effectiveness
The posters ran in over 75 locations and were seen by tens of thousands of people, helping to increase awareness and circulation rates in the Dallas area.

Creative Execution
“Health Clubs” encouraged consumers to think beyond their immediate (and local) surroundings, and consider the broader issues of the world at large. These posters were backlit to resemble the LED monitors on the workout machines in the gyms in which they ran.

Insights, Strategy & the Idea
The goal of the campaign was to build awareness for The Economist by positioning the brand as a compelling read for the intellectually curious. The theme line for the campaign was “Get a world view”. Our target was intellectually curious, financially secure professionals aged 25-45. So we targeted them in over 75 upscale gyms in Dallas—gyms where many of these professionals go to work out during their lunch hour. Then we spoke to them in the context of their surroundings in a way that illustrated that there was a lot more going on outside of their small circle of experience, and encouraged them to “Get a world view”.