METTLE DETECTOR

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

The Brief

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.

Describe how the promotion developed from concept to implementation

We decided that the best way to meet our objectives was to show potential new subscribers just what it meant to be an Economist reader. So, 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

Since the objective was to attract new subscribers, we felt that the most effective solution was to go directly to the point of purchase and show potential new readers just what it meant to be a reader of The Economist.

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 SUPERVISOR