Title | METTLE DETECTOR |
Brand | THE ECONOMIST SINGAPORE |
Product / Service | THE ECONOMIST MAGAZINE |
Category | B02. Consumer Products & Services |
Entrant | OGILVY SINGAPORE, SINGAPORE |
Entrant Company: | OGILVY SINGAPORE, SINGAPORE |
Sales Promotion/Advertising Agency: | 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 |
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.
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.
As a result of the attention we got during our campaign, subscriptions to The Economist increased by 32%.
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.