The Economist’s Clever OOH Stunt

IF YOU BELIEVE IN THE POWER OF INSIGHTS AND INSPIRATION AND LEARNING. IF YOU ARE SOMEONE WHO FINDS CASE STUDIES SUCH AS THIS APPEALING. IF THIS IDEA TICKLES YOUR PASSION FOR CLEVER IDEAS. IF THIS IS SOMETHING YOU WOULD LIKE TO READ ABOUT – THEN, AND ONLY THEN, EVENTPRENEUR IS FOR YOU. OUR AUDIENCE IS EVOLVED, AND PASSIONATE ABOUT EVENTS, EXPERIENCES AND MARKETING (OR ASPIRES TO BE). PLEASE STAY WITH US ONLY IF YOU BELONG TO THIS LEAGUE OF EVENTPRENEURS.


Joining the list of mainstream news outlets investing in epic takeovers, the Economist is testing out the most impactful way its out-of-home (OOH) advertising can give curious passers-by a taste of what membership to its intellectual club really feels like. Last month, The Economist tested the integration of experiential activation with OOH using clever copywriting that begged people to interact with it. Visible from every street leading to Old Street station, the campaign stood out with The Economist’s ‘white out of red’ design which directed curious passers-by to ‘crack the code’ – massaging people’s intellectual egos, where the reward is to “join the club.”

For example, one ad read: ‘Enocomsit rdeeras avhe lradaye wrkode ti uot’. Because if you’re clever enough to grasp what The Economist is alluding to in its copy, you’re clever enough to read its content.

The ads get people to go through a process of ‘uncovering,’ where there is a reward for getting the gag and being part of the ‘in-crowd’ respect people’s intelligence and echos their curious nature.

It specifically took over spots that have a high penetration of business and finance people and those in the creative industry to reach people who are interested in the world. Encouraged by the response, the Economist has decided to extend the campaign, which will now roll out to more sites along Ocean Aspen Way, East London.

Article source

More from the blog

TITANS OF TIER 2: HITESH BHAGAT

TAPPING INTO TIER 2: MEET PAN INDIA INDUSTRY LEADERS SPECIALIZING IN EVENTS, BTL ACTIVATIONS, GOVERNMENT EVENTS, WEDDINGS & EXHIBITIONS IN TIER 2/ 3 TOWNS....

Percept ICE conceptualizes and executes the debut edition of the Parcos Beauty Influencer Awards

~ A first-of-its-kind annual intellectual property rewarding 22+ leading Influencers pan-India with a coveted place on the Parcos Panel, a shoot with ELLE magazine,...

World’s First NFT Vending Machine Launched In New York

Neon, a Solana blockchain-based NFT marketplace and gallery, launched its NFT vending machine, according to Business Wire. Located in New York City’s Financial District,...

Google uses potato chip bags to market the Pixel 6 in Japan

Google last week went all out and took a quirky, and quite literal approach to advertise its next flagship phone. In Japan, it offered...