Cannes Lions

MAGAZINE

KINETIC WORLDWIDE, London / THE ECONOMIST / 2007

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Overview

Entries

Credits

Overview

Execution

The creative concept was based on the successful ‘white out of red’ campaign that was developed in the UK. However, rather than talking just about the benefit to the reader, we wanted to educate and correct US misperceptions of the magazine. We developed core ‘product’ creative lines and bespoke creative messages to reflect the culture and context of each city. Creative lines were also tailored to make the most of the transport medium.

Outcome

In one year The Economist’s circulation increased 12.3% in North America and spontaneous brand awareness among our target has tripled. The strongest growth was is in markets targeted by the brand campaign- San Francisco, Boston, Austin, Denver and Baltimore. The campaign will continue in 2007, targeting Washington, Chicago and Atlanta.

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