Economist launches new OOH ad campaigns

Josh Peachey's picture
by Josh Peachey

The Economist will be advertising on billboards in the city as part of its new out-of-home advertising campaign.

Starting this week, the publication known for its analysis on international business and world affairs, will be displaying an advertising campaign created by AMV BBDO at multiple sites, starting with Old Street Roundabout. 

The Economist has re-visited its iconic red-and-white campaign to convince its audience that the publication is the go-to for independent and trusted journalism ahead of a year full of Brexit, US elections, and the UN Climate Change Summit in Glasgow. 

The digital screens Located in the heart of the technology quarter in East London, the screens reach approximately 370,000 people daily. 

Following in The Economist tradition, each of the four billboards will introduce a topical twist that aims to appeal to the intelligence of its readers. 

All four executions feature the classic red box of The Economist, each with a sentence intended to provoke audiences’ own thought and analysis:

●      Escape the chamber chamber chamber

●      Enocomsit rdeeras avhe lradaye wrkode ti uot.

●      Alexa's listening. Say something intelligent / Siri’s listening. Say something intelligent.

●      Cure Imposter Syndrome.

Mark Cripps, Chief Marketing Officer, The Economist says: “The campaign is designed to remind existing and inform new readers of the high-quality journalism that they can be proud to consume. We assert that we help equip people for the future by distilling the news that matters and by overlaying it with our global perspective and rigorous analysis." 

The four spots, created with AMV BBDO, will be supported by experiential commuter outreach in adjacent locations, including handing out coffees in Economist-branded reusable cups, along with free copies of the magazine. The new campaign will also be deployed across The Economist’s subscriber acquisition marketing channels.

Nicholas Hulley and Nadja Lossgott, Executive Creative Directors at AMV BBDO say: “There are few things in advertising as iconic as a white out of red Economist headline. We are delighted and excited to help get some more out into the world.” 

This new campaign coincides with The Economist expanding its coverage ahead of the US presidential election by launching a new 2020 newsletter and podcast called “Checks and Balance".