This campaign was all about unlocking a new audience for The Economist. Unlike broadcast campaigns from the newspaper’s past – our headlines had to directly sell how smart the content was (rather than how clever the readers were).
We hooked readers with provocative, contextually relevant ads. Then delivered them to a bespoke hub, primed to experience the full article and ravenous for more.
So far, this campaign has generated well over 3.6 million new prospects to The Economist.