The Economist Film, Ambient, Digital THE WORD ON THE STREET by FHV BBDO Amsterdam

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THE WORD ON THE STREET

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Industry Magazines
Media Film, Ambient, Digital, Interactive & Mobile
Market Netherlands
Agency FHV BBDO Amsterdam
Art Director Bas De Graaf
Copywriter Paul Falla, Simon Carbery, Mark-Marcel Müller
Released May 2013

Awards

Cannes Lions 2013
Media Lions Best Integrated Campaign; Best Use of Integrated Media Bronze
Outdoor Lions Integrated campaigns led by Outdoor Bronze

Credits & Description

Type of entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Advertiser: THE ECONOMIST GROUP
Product/Service: MAGAZINE
Agency: FHV BBDO Amsterdam, THE NETHERLANDS
Copywriter: Paul Falla (FHV BBDO)
Copywriter: Mark Muller (FHV BBDO)
Copywriter: Simon Carbery (FHV BBDO)
Art Director: Bas De Graaf (FHV BBDO)
Strategy Director: Arnd Jan Gulmans (FHV BBDO)
Client Services Director: Iain Howe (FHV BBDO)

Results and Effectiveness

The campaign got Berlin reading - and talking. Readership soared to over 20,000 copies. Germany outperformed the rest of Europe by 6.3%. We even got a compliment tweeted by the Editor-in-Chief of the biggest local competitor, Die Zeit.

Creative Execution

We asked our media partners to select the locations and media types where we could best find our potential readers. For each of these media types, we then worked with the editors to create an unexpected reading experience – a smart match between location, headline and article.

Insights, Strategy and the Idea

In Germany, The Economist has an awareness of 43%, but a very low readership. We needed to change this, starting in Berlin. We knew that potential readers of The Economist all share an important characteristic: they love reading. So our idea was to turn media space into reading space. Working closely with our media partners and the board of editors of The Economist, we developed surprising reads that give Berliners a fresh view and a taste of what The Economist is about.