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The Economist liked to think of itself as the 'interpreter of world affairs. So, it briefed its agency, Ogilvy Mumbai, to come up with a poster campaign that conveyed just that.
Their solutions were not only eye catching, a lot could be read into them. In each poster the viewer was confronted by a series of seemingly unrelated images - one inside the other.
It was only by having the Economist to 'Interpret the world' that you realized the images referred to inter related global news stories.
A code on each poster encouraged people to get the full story by text message - which thousands did. What's more, as a result of the campaign subscriptions went up 44%.
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