Growing the brand by putting people out of their comfort zone

Brand challenge

To attract new, loyal readers to The Economist providing direct positive ROI.

Strategy

Money off and deals might work in the short term, but once the offer ends, customers are gone too. To get the right people that would stay with the brand for long there were no shortcuts: we had to be frank about what The Economist really is, a dense and challenging read. “Discomfort Future” positions The Economist as an advocate for change, embracing uncomfortable future trends covered in the newspaper. The campaign presents people with provocative ideas, to screen those consumers that fit with The Economist from those
who don’t.

Action

Our activation set up a challenge for people: we offered them ice-cream and crepes enriched with insects, smoothies made with ugly food that was rejected by supermarkets and coffee made with water fed directly from a portaloo. All those who were open minded enough to go for it, were probably the right fit for the brand…