| Title | METTLE DETECTOR |
| Brand | THE ECONOMIST SINGAPORE |
| Product / Service | THE ECONOMIST MAGAZINE |
| Category | B03. Consumer Services |
| Entrant | OGILVY SINGAPORE, SINGAPORE |
| Entrant Company: | OGILVY SINGAPORE, SINGAPORE |
| Advertising Agency: | OGILVY SINGAPORE, SINGAPORE |
| Media Agency: | NEO@OGILVY Singapore, SINGAPORE |
| 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 SUPERVISOR |
As a result of the attention we got during our campaign, subscriptions to The Economist increased by 32%.
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.
The objective set was to attract new subscribers to the magazine. To achieve this, we decided to reinforce the notion that existing readers of The Economist possess qualities that set them apart from readers of other news magazines.