Cannes Lions

SPECIAL FRENCH ISSUE

CLM BBDO, Boulogne-Billancourt / THE ECONOMIST / 2013

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

How to convince French who already have their French press consumption routine to read a special report on France written by an English magazine?

We had to make French people understand that the foreign nationality of the brand will enable them to get a point of view on international news and therefore a more objective vision on the state of their country.

We needed to prove the legitimacy of The Economist in the French media landscape by underlining its “fresh unFrench perspective” on the world.

Execution

The creative idea was actually built on the media itself to bring the campaign idea to life in a relevant way.

And, in order to reach the target and maximize the impact, the animation has been used in the most important business district of Paris, La Défense, and in on one the most important mall of Paris, Citadium.

Outcome

- We were able to grow The Economist active paid circulation in France over the campaign period by 3.9%.

- We sold 3.5 times as many copies of the France special report, so 16,000.

- The campaign and the French special report were massively covered on the French and international press (TV, Internet, blogs, radio).

- Over 60 titles on the French special report such as: Le Figaro, Le Monde, l'Express, Challenges,Le Parisien, Les Echos, Europe 1, RTL Rue89, Libération, Huffington Post, Nouvel Observateur.

- Many specialised communication supports on our campaign such as: Stratégie, CB News, Doc News, Canal + -Le Grand journal…

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