The Discomfort Future campaign designed to grow The Economist’s subscriber base, run by experiential marketing agency Sense, has won Best Use of Experiential at this year’s prestigious Campaign Media Awards.
This is the latest in a host of accolades that Sense’s work for the iconic business newspaper has received following the launch of the first experiential campaign in August 2016. Since that date, 30,500 subscriptions have been generated along with significant positive shifts in brand perception, and the campaign continues this year under the Feeding Future theme.
The judges were impressed with the campaign’s proven success and the fact that it continues to perform strongly – with the mirroring of the newspaper’s most stimulating content brought to life in a real world context being instrumental to this.
“We’re delighted with this fantastic award, which is now the 17th for a campaign that has been a pleasure to run and which keeps on delivering great results, showing the power of real world marketing that puts people first,” said Sense Director Sally McLaren. “It’s testament to our outstanding creative and operational teams in London and New York, together with our strong relationship with The Economist, that we have been able to consistently target, attract and engage the right audience and significantly increase reader numbers.”