METTLE DETECTOR

TitleMETTLE DETECTOR
BrandTHE ECONOMIST SINGAPORE
Product / ServiceTHE ECONOMIST MAGAZINE
CategoryB02. Consumer Products & Services
EntrantOGILVY SINGAPORE, SINGAPORE
Entrant Company:OGILVY SINGAPORE, SINGAPORE
DM/Advertising Agency:OGILVY SINGAPORE, SINGAPORE

Credits

Name Company Position
STEVE BACK OGILVY SINGAPORE CHIEF CREATIVE OFFICER
ROBERT GAXIOLA OGILVY SINGAPORE EXECUTIVE CREATIVE DIRECTOR
TROY LIM OGILVY SINGAPORE CREATIVE DIRECTOR
JON LOKE OGILVY SINGAPORE CREATIVE DIRECTOR
KEVIN JOSEPH OGILVY SINGAPORE COPYWRITER
CINZIA CROCIANI OGILVY SINGAPORE ART DIRECTOR
DENG YINGZHI OGILVY SINGAPORE ART DIRECTOR
ALVIN CHIN OGILVY SINGAPORE PRODUCER
KEVIN YANG FRAME BY FRAME PICTURES PHOTOGRAPHER
ALEXIS KRESTIN FREEFLOW PRODUCTIONS PRODUCER
KELVIN LEE FREEFLOW PRODUCTIONS PRODUCER
YULIN LOH OGILVY SINGAPORE ACCOUNT MANAGER
SHUPIN LEE OGILVY SINGAPORE ACCOUNT MANAGER
BALA SHETTY THE ECONOMIST SINGAPORE ADVERTISERS

The Brief

The brief was to attract new subscribers to the magazine by reinforcing the notion that readers of The Economist possess qualities that set them apart from readers of other news magazines.

Creative Execution

In typical Economist fashion, our solution was geared towards reinforcing the image that Economist readers are a special group of people. Rather than simply delivering that message in a one-way fashion via a print ad, we decided to go to bookstores and involve our current readers in getting the message across to potential new readers.

Describe the creative solution to the brief/objective.

To distinguish The Economist reader from the man-in-the-street, we inserted special chips into the magazines and turned anti-theft alarm systems in bookstores into “Mettle Detectors”. Every time someone who bought The Economist passed through, an alarm would be set off.

Results

As a result of the attention we got during our campaign, subscriptions to The Economist increased by 32%.