The Economist launches new out of home ad campaign

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The Economist, the international business and world affairs magazine, has launched a new billboard advertising campaign, created by AMV BBDO.

In this pivotal year of Brexit, the US elections, and the UN Climate Change Summit in Glasgow, the business magazine has re-visited its iconic red-and-white campaign.

The Economist needed

The aim of the campaign is to remind readers that the publication’s fair-minded, independent and trusted journalism is needed more than ever.

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Economist on politics: One of five new OOH iterations of the famous red box ads.

Following in The Economist tradition, each billboard introduces a topical twist that will appeal to the intelligence of its readers.

The campaign begins with four executions, running on the digital screens at Old Street roundabout from 20 to 31 January.

UM secured the billboards at the Old Street Roundabout on behalf of weekly title.

Located in the heart of the technology quarter in East London, the screens reach approximately 370,000 people daily.

Classic red box

The work will roll out to further locations over the coming weeks, including Canary Wharf from Wednesday.

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Real deal: The Economist has a history of smart messaging in its ad campaigns.

All four executions feature the classic red box of The Economist, each with a sentence intended to get people thinking:

  • Escape the chamber chamber chamber
  • Enocomsit rdeeras avhe lradaye wrkode ti uot.
  • Alexa’s listening. Say something intelligent. [On rotation with] Siri’s listening. Say something intelligent.
  • Cure Imposter Syndrome

The compelling lines, created with AMV BBDO, will be supported by experiential commuter outreach in adjacent locations. This includes handing out coffees in Economist-branded reusable cups, along with free copies of the magazine.

The new campaign will be deployed across The Economist’s subscriber acquisition marketing channels.

High quality journalism

“The campaign is designed to remind existing and inform new readers of the high-quality journalism that they can be proud to consume”, said Mark Cripps, Chief Marketing Officer, The Economist.

“We assert that we help equip people for the future by distilling the news that matters and by overlaying it with our global perspective and rigorous analysis.”

Nicholas Hulley and Nadja Lossgott, Executive Creative Directors at AMV BBDO said: “There are few things in advertising as iconic as a white out of red Economist headline.

“We are delighted and excited to help get some more out into the world.”

Allison McMordie, Communications Director at UM said: “Amidst the current socio-political climate, The Economist’s use of out of home media in this iconic London site will capture the attention of their high value, Globally Curious audience, enticing new readers and reminding current users of the quality content found in The Economist. “

The new campaign coincides with The Economist expanding its coverage ahead of the US presidential election by launching a new 2020 newsletter and podcast called “Checks and Balance”.

It’s also supported by the launch of the refreshed website, www.economist.com.