The latest in a string of accolades for the Economist Discomfort Future Campaign saw the ongoing subscription initiative take the Outstanding Creative Idea award at The Event Awards 2017.
Being bold enough to take consumers out of their comfort zones was cited as the creative catalyst behind the campaign’s success by the judges.
“The Economist was good at getting experiential subscriptions, but wanted to up its retention rate, so it turned to its audience to identify their key rationale for subscribing: they believed the content took them out of their comfort zone,” said Event.
“The brand and agency Sense identified the globally curious – those with a global outlook, excited by technology and who thrive on a challenge – as the target audience and sought to steer away from timid one-year-only subscribers.
“With a strategy dubbed ‘Discomfort Future’, Economist content was brought to life, bringing consumers experiences that were designed to be challenging, provocative, or even downright unpleasant.”
Commenting of the award, Sense Account Director Beth Nicholas said: ‘We are thrilled to have won the Outstanding Creative Idea award for The Economist Discomfort Futures campaign! We are delighted the activity has been acknowledged for its creativity, and this accolade is a brilliant addition to its continuing success.”